jon puleston gaming - 2011
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WWW.GMI-MR.COM | GAME THEORY | 1
Game Theory
Turning online surveys into games Jon Puleston
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Background
• GMI interactive team specialise in the design & development of interactive surveys
• Also conducted extensive research into how to stimulate respondents to give more effective feedback by making surveys more engaging » 3 papers available on this topic
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What our research has show us?
• Making questions more game like can improves responses levels & the quality of data
• In fact integrating any level of fun or playfulness into a survey can help encourage more active participation
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Some Examples...
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Impact of switching to more game like question styles....
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Played around with a lot of different approaches...
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Results... • Less straight-lining: up to 80% lower levels in some
experiments • Lower neutral scoring: average 25% lower • Higher enjoyment: rating scores could be increase from 3 out
of 10 to 8 out of 10 • Lower dropout (if questions are designed ergonomically):
able to reduce from 5% to 1% in test experiments. • Achieved good cross compatibility: Found we could achieve
the same balance of data* * With the exception of slider & tick select based question
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Respondents invested 25% more time on task & enjoy it a lot more – survey satisfaction ratings improved by 30%
Simple techniques like changes to button styles and how they function can have a real impact...
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20% more clicks – 90% enjoyment - left with a feeling that that survey was fun and so helping to build a relationship with respondents
The value of rewording questions to make them more fun to answer...
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3 times as many actionable strap lines
Particularly valuable technique for more creative tasks….
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Found that making things competitive can have a real impact…
3 times as many ads!
In the next 2 minutes we challenge you to name as many ads as you can that you recall advertising on TV recently
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Using games at the start of surveys to get people in the right frame of mind
Opens up people imaginations – encourages them to be more creative
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Helps to encourage respondent to take part in future studies...
85% cross participation in 4 surveys
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We have experimented with more gamy approaches to whole surveys...
More time spent on task and richer incite - up to 70% more feedback!
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Conclusion • Gamification is clearly a good way to improve feedback from
surveys • Really the issue is finding practical ways to apply this thinking to real
surveys - Thinking needs to move upstream in our minds • There are technical hurdle you needs to be cross too to deliver
these solutions that we are focusing on • Currently exploring an range of game based question mechanics
and developing them into question components in our system...
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Opinion snowboarding...
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Opinion showers...
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Word cloud building....
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Guessing game mechanics....
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Scoring mechanics...
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Undertaking some research currently to look at...
• How respondents react to answering questions in this different ways
• The impact it has on the data • How these techniques can be integrated adapted into
more general surveys
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Set ourselves a challenge to see how we can improve the feedback to a really boring bank tracking survey
“If you had to go on a date with one of these banks which would you choose?”
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Where it can go wrong?
• Piecemeal application of this type of thinking to one or two question in a survey can be dangerous
• Gaming technique can manipulate how people answer questions so benchmarking is important
• Potential to foster a carefree attitudes amongst respondents? » Yes a consideration but in most of the experiments we have conducted so far
found it to be quite the opposite
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Q & A? Thank you for your time!
Jon Puleston
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