Play, interpret together, play again and create a win-win-win
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The document discusses gamifying market research with Gen Y participants. It describes having participants generate insights about brands and evaluating their responses. The Gen Y crowd generated more total insights and unique insights than the researchers, so they were deemed the winners. The discussion advocates using games and play to engage participants and get better quality data.
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Play, interpret together, play again and create a win-win-win
- 4. Part 1
- 8. Market it to them... Make it CRUSH
- 10. WIN #1 Gamification
- 12. game
- 13. WIN #2 Positive
- 15. 8,6/14 Celebrating victory? 3 winners
- 18. Part 1
- 20. Researchers Gen Y crowd
- 21. The rules of the game: Number of insights Number of unique insights
- 22. Dunkin’ donuts makes me happy, And not because of the doughnuts (which in fact, I do not enjoy). What makes me happy about this brand is the coffee! Although the coffee isn't the best in the world by any stretch of the imagination, there's nothing quite as comforting as seeing that bright sign while traveling down the road in the morning. It's good for a pick me up at any time of day. Post #1
- 23. Dunkin’ Donuts makes Jenny HAPPY because it’s an easy to recognize place, available whenever, wherever. Out of experience, and good memories, she knows what to expect: a home feeling, relaxing moments, a vibrant place with known and unknown people. It’s a place to reload the batteries, although the donuts and the coffee are not that special. Researchers Gen Y crowd
- 24. Dunkin’ Donuts makes Jenny HAPPY because it’s an easy to recognize place, available whenever, wherever. Out of experience, and good memories, she knows what to expect: a home feeling, relaxing moments, a vibrant place with known and unknown people. It’s a place to reload the batteries, although the donuts and the coffee are not that special. Researchers Gen Y crowd
- 25. Unique- A mirror that one of my best friends made me for my 21st Birthday! Her husband constructed the mirror and then she painted, decorated it with the tiles and my name! A treasured present from a gifted artist! Post #2
- 26. For Alice, a gift is UNIQUE when it is personalized (in this example, with her name), when the giver, with whom she has a close personal relationship, has treated it using her own creative skills, when both gifters have created it, and because it complements a unique moment in her life; her 21st birthday. Researchers Gen Y crowd
- 27. For Alice, a gift is UNIQUE when it is personalized (in this example, with her name), when the giver, with whom she has a close personal relationship, has treated it using her own creative skills, when both gifters have created it, and because it complements a unique moment in her life; her 21st birthday. Researchers Gen Y crowd
- 28. There's one brand I find authentic : LUSH Cosmetics. It is the only brand that really cares (for our health and for the environment) and stays real. I like the fact they use natural and organic ingredients, I like the event they organize and I like the spirit of the brand (the products' names, the pictures of the products' creators, ...). I discovered Lush 5 years ago when I was in London and then found out there were Lush shops in Paris (when I moved in Paris). Post #3
- 29. Aude sees Lush as an AUTHENTIC soap boutique, because their products are both good for your health and the environment, fitting our current way of natural living. Their handmade products look very real and raw. All of this without being boring: it’s more than just green, it’s also fun in different ways. Researchers Gen Y crowd
- 30. Aude sees Lush as an AUTHENTIC soap boutique, because their products are both good for your health and the environment, fitting our current way of natural living. Their handmade products look very real and raw. All of this without being boring: it’s more than just green, it’s also fun in different ways. Researchers Gen Y crowd
- 31. Who is best at generating insights?
- 32. Researchers Gen Y crowd 16 Number of insights 25 6 Number of unique insights 15 WIN #3
- 34. Gamification game
- 35. ACT! cards
Editor's Notes
- Volume 1:We willillustrate3 concepts that we believe are the future of market research: gamification, infotainment, crowdinterpretation, we’llillustratethatthisgives a triple win. We’llillustratethisby means of a research community that we didamonGenY
- Slide 1.Generation Y. Whyshouldone research generation Y?Gen Y is the future. Gen Y is the workforce of tomorrow, the consumers of tomorrow, andprobably the single most influentialgeneration we have ever seen.
- Slide 2: Gen Y are the first generationtobeaskedbytheirparentswhat kind of breakfastcerealtheywanted. They are the first generationthatreally had a say about the cardaddypurchased, whentheywerestill a kid. Thisgeneration has alwaysknown, andloves CEO powers. And on top of that, they are digital natives, that never experienced a world without superfast internet connections. Digital natives, that want tobe empowered likeCEO’s. Ifyou want to do market research withthem, what is the single most logialmethodto do so?
- The most logicalmethod of course is researchcommunities; a large degree of freedomfortheir CEO complex, and digital, to respect theirnativity.
- Slide 3-andso we set off on a research adventure withGenY; for 6 weeks, we had 100 cool youngstersfromcitiesaround the globe withus in a community. Paris, sanfrancisco, New York, Shanghai, Berlin, Rio de Janeiro,… We selected ‘cool youngsters’, because we wantedtobeinspiredbytheir strong opinions, and we gotthemfromcities, because we allknowthatcities are trend hubs, where trends are created, spread, mimickedandgimmickedandrecycledinto new trends.
- Slide 4- So we wantedtounderstand trends, to picture the generation, andbringour branding model to life. Our branding model was built quantitatively, but we wantedtobuildqualitative cases, inspiring marketers even more. We understand, that a succesful brand shouldbeboth Cool, Real, authentic, Unique, have a positiveemotionalloading, andshouldbe easy toidentifywith.
- Slide 5 – But Elias, there is a problem! Gen y, they are stimulation junkies. They are hard to surprise, hard tosatisfy, andextremely hard to keep engaged. Anyonewho has ever triedto do youth research knowsthat! Or everyonewho ever triedto have a chat with a teenager. He probablylooked at his phone 10 times over the course of onesentence.
- Slide 6- there is onlyone way toactually do this. You have to market your research tothemto get themengaged. You have to make it cool, real, unique, you must givethemownershipsotheycanidentifywithit, and make them happy.
- Slide 6- make itanexperience. Look & feel is a starting point, but notenough. Ifyoutruly want toengageGenY in research, they must knowwhat’s in itforthem; theyneedtolearn new stuff. Whoamongthemwouldn’tbeinterested in learning new trends fromaround the globe? Get toknowother cool people? Andexactlythat is the overarching story thatyouneed; a truepurposeyou want toengagethem in. And make itfun! And in order to support your story, the elements of gamification are great tools.
- Slide 7- thetasks, werechallenges. “Come up with the coolestthing in yourcity”. Completing a challenge, wouldgivethem points, andcollectingenough points would lead to levels. At every level, theygainsomething. Thatcouldbe a unique piece of wisdom (like: everybody talks about hot stuff, but didyouknowthatspicyness is measured on the scovillescale?) or status “best contributor” or real straightforward power, likegetting the right to moderate a part of the community. In essence, all stuff thatcontributestoone, overarching story, andthat story leads us, market researchers, togreatresults. Because we knowthatgamifiying research communities leads up to 7x more posts. FIRST WIN: Gamificationand marketing research leads to more engagement. BETTER DATA!
- Slide 8 – sothenyou have research results,thenwhat? Resultsneedtobesticky; andthat is why we believe in engage-inspire-activate. And we can help people a little bit withthat…
- Slide 9. Toengagepeople in the topic, we canplay a game. Gamify research results!
- Slide 10- andthatcreatespositivedisruption. Toknowwhatyoudon’tknow! upfrontopennessto get toknow more,teasing, knowwhatyoudon’tknow.
- Slide 12 dat is geljik aan 61%20-30 scoort 67%. Market research scoort 59% terwijl klanten 71% scoren, en vrouwen scoren 64% terwijl mannen 59% scoren.
- Slide 12 dat is geljik aan 61%20-30 scoort 67%. Market research scoort 59% terwijl klanten 71% scoren, en vrouwen scoren 64% terwijl mannen 59% scoren. Win number 2: positivedisruptionthroughinfotainment!
- Slide 1 – so we cangamifiy a community, whichgivesus more data. Andgamify the informationsharing, whichgivesusandourclients more opennessto the insightsthat are generated. But we’re missing one step in between, right? The analysis? We have one more WIN to prove: crowdinterpretation. Definition of crowdinterpretation is the analysis andinterpretation of research data byordinary respondents.
- Slide 2 – forthat we proved in a Heinz case that thecrowdgenerates 20% additionalinsights, fromexisting pieces of data.
- Slide 3 – so in this case, we recruited new participants, with the exact same profile as the community members. We gave them the posts that the community participants generated, andaskedthemto look at it in 3 steps: observe, interpret, interpretagain.
- Slide 4 – they had 20 minutes forthis (time pressure) + theycould get additional points/incentives iftheirinterpretation was rated “good” by the original respondent
- Slide 5 – so we did a live experiment at Esomar 3D. We had a crowdinterpretation of around 6 genY’rs, and we invited the 3 best scorers on the game to the lobby of our hotel, and had them have a look at 3 posts from the community. We askedthemtointerpretit, tocome up withinsights.
- Slide 7- the rules of the game are prettystraightforward: whocomes up with the most insights? Andcomparingcrowdandresearchers, howmany of them are uniquetoonegroup?
- Let me show you the 3 posts that we gave tobothGenYcrowdandresearchers. They are aboutour branding model; concrete cases abouthow brands and products play on one of the dimensions of the CRUSH model. Slide 7- here’sjenny, talkingaboutDunkin Donuts, a brand thatgives her a comforting feeling whiletravelling in the morning. “Nothingquite as comforting as seeingthatbrightsignwhiletravelling down the road in the morning”- that is happinessto her!
- Slide 7
- Slide 7
- Slide 7- here’s Alicefromsydney, showingusthismirrorshegotfor her birthday, from a treasuredfriend. It’s hand paintedand hand craftedbythatfriend, andtherefore is truly Unique.
- Slide 7
- Slide 7
- Slide 7- andhere is Aude, a parisian girl, talkingabouthowauthentic LUSH is to her
- Slide 7
- Slide 7
- Of course you want toknow!
- Slide 7 = 31 insights!
- Slide 7-Oooowww man, the researchersgot EATEN by the crowd! It’s about time we start rolling out crowdinterpretationtoallour projects, that’swhat I conclude.
- Slide 10 – the 3 wins!
- Tomorrowhowever,you must Act. Youshoulduse the wins of gamification, infotainmentandcrowdinterpretationtoyour benefit. Andifyoutruly want to get toknowGenY, You must act like MTV and Unilever didwiththis research. And we will help you a little bit withthat. Ifyou get out of this room and go enjoyyour lunch, the kind students willgiveyou postcards. Postcards thatfor a couple of the cities we researched, contain the best andhippestandawesomestadresses, crowdsourcedby gen Y. So next time you’re on a business trip in one of these cities, it’’s time foryouto Act. And party. All-in the name of research!