Tuesday, May 14, 2013

Live From FOCI 2013 - Psychological Effects of Game Elements in Survey Research

Bill MacElroy - Socratic Technologies, Inc.

This was a fast-paced immersion into gaming-embedded market research.  My notes from this session follow.  My advice to you:  Contact Dr. MacElroy and ask questions.  His mind is a treasure-trove of market research intelligence - yours for the looting. 

Consumers do not typically find survey-taking a personally valuable activity.  But the more that we can make the process entertaining, the more we delight and engage the consumer

The more engaged and happy the respondent, the better quality the consumer input.  People are more likely to participate again in a survey if the experience has been entertaining.  Fostering engagement requires consideration of both intrinsic and extrinsic qualities.  Engagement is an psychological phenomenon that occurs when the mind is highly focused on a specific task or activity.  A state of focus can be elicited through interesting, important, fun, or challenging qualities or activities. 

The characteristics of online tasks and activities can actually drive focus:

Concentration – pleasurable experience when successful matches occur
Recognition and blur tests – with slow reveal – a simple interface
Associative memory

Differentiation – asked to find the things that don’t fit
Rapid Viewing of Mnemonics - shelf impact questions
Collage Building – play the brand by adding pictures that represent feelings, etc.

Sorting and Matching – gather or sort into sets
Sorting and Reaction Speed – attributes are shown but the goal is to get top-of-mind, instantaneous reactions from consumers

Learning and Exploration – clutter books that entertain , new concepts are introduced that require consumers to think about what is shown and respond
Read and React – what is helpful, for example in catalogs, brochures, etc. in which there is a lot of clutter.

Problem Solvingcertain portions of the population like these puzzles and problem-solving activities

Manual Skills and Direct Involvement – people like to be involved and have hands-on experiences
Participatory Research
Use a dial that people can manipulate – gives a second-by-second rating of something as it is experienced by the audience or consumer – great for commercials

Creative Construction – an iterative process that builds structure and takes form
Configurators – high level satisfaction when the survey process results in tangible fruits of their decision-making exercise.
Could do these with discrete choice, but this content building is much more fun.
Looks at segmentation and

Games of Chance – basically a Price is Right game
Consumer choices  result in a rating or score – generates exclusionary focus
Guessing Games - You KNOW you like these!

~Gigi DeVault
Market Research Guide

1 comment:

Naniana said...

Completely agree to the article, all the points are up to date. We also have a kind of a statistics, based on online game betting experience, and the results are very alike!