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How	
  to	
  Design	
  a	
  Gamified	
  Survey

April	
  30,	
  2014
Now	
  Presenting
Gina	
  Yeagley	
  
Director	
  of	
  Marketing	
  
Survey	
  Analytics
Agenda
• Introduction	
  	
  
• Game	
  Components	
  in	
  Research	
  
• Surveys	
  and	
  Research	
  Games	
  
• Best	
  Practices	
  and	
  Examples	
  
• Ideas	
  to	
  Get	
  Started	
  
• Q&A	
  Session	
  	
  
Introduction
Betty	
  Adamou	
  
President	
  and	
  Founder	
  
Research	
  Through	
  Gaming
Gina	
  Yeagley	
  
Director	
  of	
  Marketing	
  
Survey	
  Analytics
John	
  Johnson	
  
Chief	
  Growth	
  Officer	
  
Survey	
  Analytics
Game	
  based	
  research	
  
methodologist,	
  keynote	
  speaker,	
  
concept	
  design	
  and	
  artist
4	
  years	
  in	
  leading	
  software	
  
marketing	
  programs	
  and	
  demand	
  
generation
Customer	
  Success	
  Team	
  at	
  Survey	
  
Analytics,	
  12	
  years	
  in	
  qualitative	
  
and	
  quantitative	
  market	
  research
About	
  Survey	
  Analytics
We	
  help	
  companies	
  listen	
  and	
  learn	
  
through	
  multiple	
  platforms	
  and	
  
channels.	
  	
  
!
As	
  Seen	
  in:
About	
  Research	
  Through	
  Gaming
Research	
  Through	
  Gaming	
  specializes	
  in	
  
making	
  games	
  for	
  research.	
  These	
  
ResearchGames™	
  are	
  strategically	
  
designed	
  to	
  produce	
  more	
  accurate	
  data	
  
through	
  a	
  more	
  engaging	
  environment.	
  
As	
  Heard	
  at:
Awards	
  Received:
Now	
  Presenting
Betty	
  Adamou	
  
President	
  and	
  Founder	
  
Research	
  Through	
  Gaming
Follow	
  along	
  with	
  Betty’s	
  presentation:	
  
	
  http://prezi.com/em-­‐eiascrq5h/how-­‐to-­‐design-­‐a-­‐gamified-­‐survey-­‐7-­‐things-­‐you-­‐need-­‐to-­‐do/	
  
Now	
  Presenting
John	
  Johnson	
  
Chief	
  Growth	
  Officer	
  
Survey	
  Analytics
New	
  to	
  This?	
  Start	
  Simple!
If	
  you	
  are	
  doing	
  surveys	
  yourself,	
  
you	
  don’t	
  have	
  to	
  jump	
  and	
  make	
  a	
  
game	
  just	
  yet.	
  That’s	
  what	
  the	
  
experts	
  (just	
  like	
  Betty)	
  are	
  here	
  for.	
  
!
Taking	
  small	
  steps	
  is	
  the	
  key	
  to	
  your	
  
success	
  when	
  incorporating	
  
gamification	
  to	
  your	
  surveys.
Try	
  Rewording	
  Your	
  Questions
Before	
  
!
What	
  is	
  your	
  favorite	
  video	
  or	
  
computer	
  game?	
  
!
After	
  
!
If	
  you	
  could	
  only	
  play	
  one	
  video	
  
game	
  for	
  the	
  rest	
  of	
  your	
  life,	
  
what	
  would	
  it	
  be?	
  
!


Make	
  Your	
  Surveys	
  More	
  Interactive
Little	
  tweaks	
  in	
  the	
  theme	
  and	
  
question	
  types	
  you	
  use	
  can	
  
improve	
  the	
  user	
  experience	
  
and	
  flow	
  of	
  your	
  survey.	
  
!
✓ Interactive	
  Sliders	
  
✓ Star	
  Ratings	
  
✓ Smileys,	
  Thumbs	
  up/down	
  
✓ Drag	
  and	
  Drop	
  Ranking	
  
✓ Images,	
  Videos,	
  Sounds
Try	
  Turning	
  a	
  Survey	
  Into	
  a	
  Quiz
Use	
  what	
  you	
  know	
  to	
  your	
  
advantage!	
  Set	
  up	
  a	
  quiz.	
  You	
  
get	
  the	
  information	
  you	
  need	
  
and	
  the	
  respondents	
  get	
  a	
  
tangible	
  answer	
  in	
  return	
  as	
  an	
  
incentive.	
  
!
Survey	
  Example	
  Link:	
  http://
srvy.nl/QFtrHg	
  
	
  
Encourage	
  Social	
  Media	
  Sharing
The	
  Conflict	
  Between	
  Surveys	
  and	
  Games
There	
  is	
  an	
  essential	
  conflict	
  between	
  a	
  survey	
  and	
  a	
  true	
  
game.	
  In	
  a	
  true	
  game	
  there	
  is	
  usually	
  an	
  expectation	
  that	
  
player	
  will	
  play	
  more	
  than	
  once.	
  There	
  is	
  usually	
  an	
  
expectation	
  that	
  players	
  will	
  change	
  their	
  responses	
  in	
  
order	
  to	
  go	
  through	
  the	
  next	
  level.
Ray	
  Poynter	
  
Director	
  of	
  Vision	
  Critical	
  University
Think	
  Long	
  Term	
  and	
  Win
Instead	
  of	
  just	
  a	
  survey,	
  Sierra	
  
Nevada	
  built	
  their	
  own	
  gamified	
  
community	
  to	
  continuously	
  have	
  
an	
  easier	
  way	
  test	
  new	
  flavors	
  
entering	
  the	
  market…	
  
Panel	
  and	
  Community	
  Building	
  101
1. Define	
  and	
  build	
  profile	
  info	
  based	
  
on	
  a	
  typical	
  craft	
  beer	
  consumer	
  
!
2. Tap	
  existing	
  database	
  for	
  Sierra	
  
Nevada	
  Beer	
  Camp:	
  Brewing	
  with	
  
other	
  craft	
  breweries	
  in	
  the	
  US	
  
!
3. Deployment	
  plan:	
  sending	
  beer	
  
surveys,	
  profiling	
  surveys,	
  hold	
  
online/in	
  person	
  discussions	
  on	
  
new	
  flavor	
  ideas,	
  etc
Panel	
  and	
  Community	
  Building	
  101	
  (con’t)
4. Recruit	
  via	
  social	
  media,	
  bottles,	
  	
  	
  
coasters,	
  target	
  geographic	
  	
   	
  	
   	
   	
  
locations,	
  etc.	
  
!
5. Points	
  and	
  Rewards:	
  Sierra	
  Nevada	
  
iPhone	
  bottle	
  openers	
  to	
  all	
  who	
  sign	
  
up	
  for	
  the	
  community.	
  
!
6.	
   Decide	
  what	
  kind	
  of	
  reports	
  should	
  	
   	
  
	
   be	
  generated	
  for	
  brewers	
  vs.	
  consumers	
  
Points	
  and	
  Rewards
Screenshot:	
  Mindsight	
  
Strategies	
  White	
  Labeled	
  
Mobile	
  Survey	
  App	
  
(Opinion	
  It)
Certain	
  actions	
  give	
  points	
  and	
  
points	
  lead	
  to	
  rewards.	
  
!
Over	
  60%	
  of	
  businesses	
  use	
  gift	
  
cards	
  for	
  incentivizing.	
  	
  
!
✓ Easy	
  to	
  Administrate	
  
✓ Broad	
  Coverage	
  and	
  Appeal	
  
✓ Cost	
  Effective	
  
Badges	
  and	
  Achievements
Badges	
  are	
  powerful	
  for	
  behavior	
  
change	
  and	
  act	
  as	
  a	
  guide	
  to	
  
achieving	
  end	
  goals.	
  
!
First	
  you	
  must	
  learn	
  and	
  focus	
  on	
  the	
  
needs	
  of	
  users	
  and	
  what	
  drives	
  their	
  
interactions	
  to	
  make	
  badges	
  stick.	
  
!
It’s	
  important	
  to	
  consider	
  badges	
  part	
  
of	
  a	
  gamification	
  system	
  and	
  not	
  the	
  
whole	
  experience.	
  
Other	
  Gamified	
  Community	
  Features
✓ Personalized	
  Member	
  Portals	
  
✓ Cross-­‐Platform	
  Compatibility	
  
✓ Push	
  Notification	
  Delivery	
  
✓ Embedded	
  RSS	
  News	
  Feeds	
  
✓ User	
  Discussion	
  Boards	
  
✓ Social	
  Sharing	
  and	
  Referrals
Now	
  Presenting
Gina	
  Yeagley	
  
Director	
  of	
  Marketing	
  
Survey	
  Analytics
Conclusions
Gamification	
  1.0	
  	
  
(What	
  We	
  See	
  Today)	
  


Example:	
  Rewards	
  Catalog	
  
Is	
  the	
  novelty	
  rubbing	
  off?	
  
!
✓ Very	
  Little	
  Personalization	
  
✓ Points-­‐Based	
  Economy	
  
✓ Mixed	
  and	
  Questionable	
  Success
Gamification	
  2.0	
  
(Future	
  Projections)	
  
!
How	
  can	
  we	
  increase	
  effectiveness?	
  
!
✓ Panel	
  and	
  Community	
  Building	
  
✓ User	
  Personas	
  or	
  “Player	
  Types”	
  
✓ Game	
  Elements	
  and	
  Game	
  Play	
  
✓ Social	
  Collaboration
Questions?
!
	
   	
   Follow	
  us	
  on	
  Twitter	
  
!
@SurveyAnalytics	
  
@RTG_LTD	
  
!
www.surveyanalytics.com	
  
!
www.researchthroughgaming.com	
  
!

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How to Design a Gamified Survey

  • 1. How  to  Design  a  Gamified  Survey
 April  30,  2014
  • 2. Now  Presenting Gina  Yeagley   Director  of  Marketing   Survey  Analytics
  • 3. Agenda • Introduction     • Game  Components  in  Research   • Surveys  and  Research  Games   • Best  Practices  and  Examples   • Ideas  to  Get  Started   • Q&A  Session    
  • 4. Introduction Betty  Adamou   President  and  Founder   Research  Through  Gaming Gina  Yeagley   Director  of  Marketing   Survey  Analytics John  Johnson   Chief  Growth  Officer   Survey  Analytics Game  based  research   methodologist,  keynote  speaker,   concept  design  and  artist 4  years  in  leading  software   marketing  programs  and  demand   generation Customer  Success  Team  at  Survey   Analytics,  12  years  in  qualitative   and  quantitative  market  research
  • 5. About  Survey  Analytics We  help  companies  listen  and  learn   through  multiple  platforms  and   channels.     ! As  Seen  in:
  • 6. About  Research  Through  Gaming Research  Through  Gaming  specializes  in   making  games  for  research.  These   ResearchGames™  are  strategically   designed  to  produce  more  accurate  data   through  a  more  engaging  environment.   As  Heard  at: Awards  Received:
  • 7. Now  Presenting Betty  Adamou   President  and  Founder   Research  Through  Gaming Follow  along  with  Betty’s  presentation:    http://prezi.com/em-­‐eiascrq5h/how-­‐to-­‐design-­‐a-­‐gamified-­‐survey-­‐7-­‐things-­‐you-­‐need-­‐to-­‐do/  
  • 8. Now  Presenting John  Johnson   Chief  Growth  Officer   Survey  Analytics
  • 9. New  to  This?  Start  Simple! If  you  are  doing  surveys  yourself,   you  don’t  have  to  jump  and  make  a   game  just  yet.  That’s  what  the   experts  (just  like  Betty)  are  here  for.   ! Taking  small  steps  is  the  key  to  your   success  when  incorporating   gamification  to  your  surveys.
  • 10. Try  Rewording  Your  Questions Before   ! What  is  your  favorite  video  or   computer  game?   ! After   ! If  you  could  only  play  one  video   game  for  the  rest  of  your  life,   what  would  it  be?   ! 

  • 11. Make  Your  Surveys  More  Interactive Little  tweaks  in  the  theme  and   question  types  you  use  can   improve  the  user  experience   and  flow  of  your  survey.   ! ✓ Interactive  Sliders   ✓ Star  Ratings   ✓ Smileys,  Thumbs  up/down   ✓ Drag  and  Drop  Ranking   ✓ Images,  Videos,  Sounds
  • 12. Try  Turning  a  Survey  Into  a  Quiz Use  what  you  know  to  your   advantage!  Set  up  a  quiz.  You   get  the  information  you  need   and  the  respondents  get  a   tangible  answer  in  return  as  an   incentive.   ! Survey  Example  Link:  http:// srvy.nl/QFtrHg    
  • 14. The  Conflict  Between  Surveys  and  Games There  is  an  essential  conflict  between  a  survey  and  a  true   game.  In  a  true  game  there  is  usually  an  expectation  that   player  will  play  more  than  once.  There  is  usually  an   expectation  that  players  will  change  their  responses  in   order  to  go  through  the  next  level. Ray  Poynter   Director  of  Vision  Critical  University
  • 15. Think  Long  Term  and  Win Instead  of  just  a  survey,  Sierra   Nevada  built  their  own  gamified   community  to  continuously  have   an  easier  way  test  new  flavors   entering  the  market…  
  • 16. Panel  and  Community  Building  101 1. Define  and  build  profile  info  based   on  a  typical  craft  beer  consumer   ! 2. Tap  existing  database  for  Sierra   Nevada  Beer  Camp:  Brewing  with   other  craft  breweries  in  the  US   ! 3. Deployment  plan:  sending  beer   surveys,  profiling  surveys,  hold   online/in  person  discussions  on   new  flavor  ideas,  etc
  • 17. Panel  and  Community  Building  101  (con’t) 4. Recruit  via  social  media,  bottles,       coasters,  target  geographic             locations,  etc.   ! 5. Points  and  Rewards:  Sierra  Nevada   iPhone  bottle  openers  to  all  who  sign   up  for  the  community.   ! 6.   Decide  what  kind  of  reports  should         be  generated  for  brewers  vs.  consumers  
  • 18. Points  and  Rewards Screenshot:  Mindsight   Strategies  White  Labeled   Mobile  Survey  App   (Opinion  It) Certain  actions  give  points  and   points  lead  to  rewards.   ! Over  60%  of  businesses  use  gift   cards  for  incentivizing.     ! ✓ Easy  to  Administrate   ✓ Broad  Coverage  and  Appeal   ✓ Cost  Effective  
  • 19. Badges  and  Achievements Badges  are  powerful  for  behavior   change  and  act  as  a  guide  to   achieving  end  goals.   ! First  you  must  learn  and  focus  on  the   needs  of  users  and  what  drives  their   interactions  to  make  badges  stick.   ! It’s  important  to  consider  badges  part   of  a  gamification  system  and  not  the   whole  experience.  
  • 20. Other  Gamified  Community  Features ✓ Personalized  Member  Portals   ✓ Cross-­‐Platform  Compatibility   ✓ Push  Notification  Delivery   ✓ Embedded  RSS  News  Feeds   ✓ User  Discussion  Boards   ✓ Social  Sharing  and  Referrals
  • 21. Now  Presenting Gina  Yeagley   Director  of  Marketing   Survey  Analytics
  • 22. Conclusions Gamification  1.0     (What  We  See  Today)   
 Example:  Rewards  Catalog   Is  the  novelty  rubbing  off?   ! ✓ Very  Little  Personalization   ✓ Points-­‐Based  Economy   ✓ Mixed  and  Questionable  Success Gamification  2.0   (Future  Projections)   ! How  can  we  increase  effectiveness?   ! ✓ Panel  and  Community  Building   ✓ User  Personas  or  “Player  Types”   ✓ Game  Elements  and  Game  Play   ✓ Social  Collaboration
  • 23. Questions? !     Follow  us  on  Twitter   ! @SurveyAnalytics   @RTG_LTD   ! www.surveyanalytics.com   ! www.researchthroughgaming.com   !