Gamification: an interactive introduction (by Anneleen Boullart & Timo Vandemaele)

Gamification
An interactive introduction

Anneleen Boullart
Research Consultant, InSites Consulting

Timo Vandemaele
Research Consultant, InSites Consulting

Who we are?
Some things you need to
know about us.

#MktAlumni

Nice to meet you
Anneleen Boullart, Research Consultant

I am 25 years old, and happy to be part of the InSites
team for more than a year now. Before that I have
been studying Communication Sciences at the
University of Ghent and afterwards, I obtained a
Master in Marketing Management at Vlerick
Management School. I believe in the power of open
communication, innovation and engagement. Like
Timo, I’m also part of the Media & Entertainment
team.

Anneleen@insites-consulting.com

@AnneleenBoullar

http://be.linkedin.com/in/AnneleenBoullart

Nice to meet you
Timo Vandemaele, Research Consultant

I am 24 years old, giving everything of myself for
InSites Consulting for just more than a year now.
Before that I have been studying Applied Economics
in Ghent and afterwards, I obtained a Master in
Marketing Management at Vlerick Management
School. I am passionate about making consumers
generate value for companies, with a specific focus on
supporting growth of Media & Entertainment brands.

Timo@insites-consulting.com

@TimoVandemaele

http://be.linkedin.com/in/TimoVandemaele

Fact sheet
 Market research agency
 15 years of experience and know-how
 Pioneer and innovator in online methods
 Covering any marketing domain
 Fully independent
 Ghent, Rotterdam, London, Timisoara, New York
 125 passionate employees
 Proprietary research panel in +25 countries
 Most awarded agency by ESOMAR

#MktAlumni

Today’s buzzword?

Gamification

#MktAlumni

Source: http://www.theesa.com/facts/gameplayer.asp

Let’s play a game!

#MktAlumni

The average age
of a gamer is 34
#MktAlumni

The average age
of a gamer is 30
#MktAlumni

26% of the gamers are above
50 years old

#MktAlumni

40% of the gamers is female

#MktAlumni

47% of the gamers is female

#MktAlumni

62% of gamers play with other
gamers in person

#MktAlumni

Games are part of our
lives…

… everyone plays!

#MktAlumni

Gamification
What is it and why would
you use it?

#MktAlumni

Gamification
Using game
elements in a
different context

#MktAlumni

“We've gone from being exposed to about
500 ads a day back in the 1970s to as many
as 5,000 a day today.” (2009)
Jay Walker-Smith, Yankelovich Consumer Research

#MktAlumni

Objective
The process of using
game thinking and
game mechanics to
ENGAGE users !

#MktAlumni

Motivations
Why does Gamification
work?

#MktAlumni

#1 Achievement

You challenge yourself by setting
achievable deadlines, you strive for
success and you like to master a
skill . You value positive feedback
in order to feel accomplished. You
have a need to finish things you
started.

#MktAlumni

Achieve your financial goals!
People need to set themselves a specific financial
goal for which they want to save. They can add
money to their account by themselves, by asking
& sharing with friends or by collecting deals.

#MktAlumni

#2 Power

You like to influence people
and events, you want to be
seen as a leader, you are
conscious about your image.
You are attached to your
status.

#MktAlumni

Leaderboards
People attach status to be in
first place. They are constantly
competing with their friends and
family to achieve the highest
rank!

#MktAlumni

#3 Social

You have a strong desire to belong to a
group or family, you seek relationships
and approval. You like sharing with
others and listen well.

#MktAlumni

City Marketing
By working together in teams, you
reach a higher goal. Social media
make it possible to see how others
are performing.

#MktAlumni

#4 Grow

You love to gain knowledge
and sharpen your mind. You
want to develop yourself to the
maximum. You like feedback
because it gives you the
opportunity to improve.

#MktAlumni

Nike+ Running App
Set personal goals and keep
track of your improvements.

#MktAlumni

#5 Structure

You like safe and predictable
environments, you seek order
and certainty and you don’t like
surprises. And you are
sometimes a bit compulsive.

#MktAlumni

Live action puzzle
Everyone wants to complete a puzzle. No
one wants to make half the puzzle and
then quit. Coca Cola Zero was aware of
people’s need for structure and achieved
great viewer results with this insight.

#MktAlumni

#6 Explore

You like change and adventure, you
enjoy new experiences. Stimulation
and changing environments are your
key drivers.

#MktAlumni

Unique fan experience
BING cooperated with Jay-Z to develop a
game where fans could collect Jay-Z’s
biography ‘Decoded’ before release date by
searching every single page all over the world.

#MktAlumni

You have a soft spot for charity, you
are altruistic and you like to make a
difference. You like to give your life
meaning. You believe in a higher
cause.

#7 Purpose
#MktAlumni

Q-Music stimulates its listeners
The listeners of Q-Music collect money for
charity based on a game to travel as much
kilometers as possible. (combination of the
need for purpose and the need to explore)

#MktAlumni

#1 Achievement Main motivators
#2 Power for playing
games.
#3 Social

#4 Grow
#5 Structure
#6 Explore

#7 Purpose

#MktAlumni

But Timo & Anneleen…

You work in a market research agency?

#MktAlumni

Shouldn’t you…

do market research?!

#MktAlumni

Gamification and Market Research

What is a community?

How can we use gamification in a community?

#MktAlumni

// Communities

#1 Badges

#MktAlumni

// Communities

#2 Riddles

#MktAlumni


… it works!

#MktAlumni
47

// Communities

#3 Ideation
* Based on insight platforms retrieved from earlier
research or in an earlier stage of the same project,
the Ideation Tool challenges participants to come
up with new ideas for problems or needs.

** To match the iterative and non-linear nature of
idea generation, the Ideation Tool allows
participants to post multiple ideas to the ideation
challenges. Participants can comment to improve
the idea, resulting in a change of status, from
mining to rough diamond, polished diamond and
eventually a diamond ring…

#MktAlumni

Times more insights

#MktAlumni

// Surveys

Imagine you need to fill in
this kind of survey…

#MktAlumni

BORING !

But you also can do it in
another way. Here are
some tactics to gamify
your survey…

#MktAlumni

#1 Non linearity

#MktAlumni

#2 Instant share results

#MktAlumni

#3 Type feedback at the end

#MktAlumni

Gamification in surveys leads to a better user
experience!
All of the below:
7,9
Non linearity (7,7)

Type feedback @ end (7,6)

Instant share results (7,4)

Average satisfaction
7,0

#MktAlumni

Key learnings
What you should remember
about Gamification!

#MktAlumni

#1 Keep it simple

#MktAlumni

#2 Be relevant

#MktAlumni

#3 Make it shareable

#MktAlumni
Ideation Tool

#4 Include a reward

#MktAlumni

#5 Keep updating

#MktAlumni

Let’s keep in
touch!

Anneleen@insites-consulting.com

@AnneleenBoullar

http://be.linkedin.com/in/AnneleenBoullart

Timo@insites-consulting.com

@TimoVandemaele

http://be.linkedin.com/in/TimoVandemaele

www.insites-consulting.com

Ghent I Rotterdam I London I Timisoara I New York

Gamification: an interactive introduction (by Anneleen Boullart & Timo Vandemaele)

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