novotel brussels centre tour noire -...
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February 3 - 5, 2015 Novotel Brussels Centre
Tour Noire
Organized by
Thursday, February 12, 2015
#QUAL360Feb 3 - 5, 2015
Novotel Brussels Centre Tour Noire
Playing games in the ivory tower:Consumer empathy for the win!
Rob VolpeChief Catalyst/CEOIgnite 360 Inc.
Lisa OsborneCatalyst Maestro/COOIgnite 360 Inc.
Thursday, February 12, 2015
Sponsors Exhibitor
Association & Media Partners
Thursday, February 12, 2015
Qual360 Europe 2015 | Presented by Ignite 360 | February 2015
PLAYING GAMES In the IVORY TOWER:!Consumer empathy for the win!!
THE RISE OF GAME PLAY!Over
5 million!people !play games an average of
45 hours !a week!
Source: http://www.bigfishgames.com/blog/2014-global-gaming-stats-whos-playing-what-and-why/
62% !of all “gamers” in the U.S. alone
are adults!
$24 Billion a year
$10 Billion
a year
vs
Revenue from games and game content is up and on par with the movie industry
TODAY’S PRESENTATION:
FOCUS ON
GAMING!
marketing!
for the!
win!=!+!
Lisa Osborne!Catalyst Maestro/COO!
rob volpe!CEO, Chief Catalyst ignite 360 founder!
• 22 person insights & strategy firm
• A curiosity company
• Global presence
• Qualitative experts and storytelling champions
• Experience across sectors including fast-moving consumer goods, retail, hard goods, business services, technology and pharma/healthcare
ignite 360!
Marketers Challenges Today!
The Curse of Too Much Data, Not Enough Time and Endless Choice • Paint by numbers decision making • No time to build intuition
How to Make It All Stick • Gaining traction at the very top
‘Play’: A Tool & Aptitude for Success !Need to bring A Whole New Mind to win in Today’s Economy... • design, • story, • symphony, • empathy, • meaning and • PLAY
INTERACTIVITY: A CORNERSTONE OF ADULT LEARNING & retention!
Lecture
Reading
Audio Visual
Demonstration
Discussion Group
Practice by Doing
Teach Others
10%!
20%!
50%!
60%!
90%!Source: NTL Institute for Applied Behavioral Science
75%!
Let’s get back in the Game! !
• Strategy of business is to “level up,” and achieve an “epic win.”
• Games as second nature. We played games as children and easily connect back to those experiences, memories and feelings.
Principles of Game Play: !• Overcoming obstacles via games
• Make the player feel successful
• Problem solving
• Collaboration
}
Let them Play! !
Source: McGonigal, Jane. “Reality is Broken: Why Games Make Us Better and How They Can Change the World.” Jan. 2012.
Give them a mission. Create a gaming environment. Change the world. !
• Urgent Optimism • Weaving a Tight Social Fabric • Blissful Productivity • Epic Meaning
• Big ‘Ah-ha’s • Sense of Achievement • Epic Wins
ATTRIBUTES OF GAMERS! OUTCOMES OF GAME PLAY!
• Board game style, 2 players • Trivial Pursuit meets the game of
Life • Pre-recruit the customer group;
Typically seat 12 to 15
• Fun, off-site location • Team member(s) pair up with
one customer or consumer • Roll Dice, Move to Categories
• Ask and answer questions on topics: values, entertainment, shopping, health, etc.
the game!of lifeology:
what is it?!
The Game of Lifeology: What does it offer?!• Interactivity increases
learning & retention • Empathy reciprocity • Activates achievement
& competitive instincts • Blissful productivity • Levels the playing field
The Game of Lifeology: how do we apply?!
• ‘Consumer First’ initiatives
• Advertising strategy
• New targets and low-knowledge segments (Millennials, Hispanic Moms, Aspirationals, Competitive Loyalists)
• The kick-off to larger, ethnographic studies; hypotheses identification
• Uncover new territory and new questions
• Post-game debrief captures tribal knowledge and ‘ah-ha’s’
The Game of Lifeology: CASE STUDY!
BUSINESS CHALLENGE: • Global food manufacturer sought to increase
penetration and gain trial with young, Hispanic households during the high volume Holiday season
LEARNING OBJECTIVES: • Gain consumer empathy with segment;
build team intuition • Uncover lifestyle, food traditions, values
and needs • Integrate with current data
APPROACH: • Immersion with Hispanic moms • Initial step – Lifeology game play with
cross-functional team • Custom ‘wild card’ questions focused on
holiday foods & customs
I learned more than I would have imagined. It’s give and take and you
definitely get as much as you give. ! -Consumer Insights Director !
Insight & outcome!• Cultural duality – Help me keep
my cultural traditions and also add American touches
• Reconsider the campaign • Develop holiday promotion tactics:
‘old with new’
“!
Tips to Game-ify Your Insights !
Keep it short & simple
Link it to a burning
business issue or priority
Show the application
Partner with a customer empathy champion
Boost team engagement
through interaction,
achievement & competitive
elements
Make it visually
memorable Don’t bite
off more than your game can chew
Go for the epic win!!
• New Game in Development Reality Check
• Going Virtual Linking to Social Media
• Custom Apps Accessing tribal knowledge via Smartphone
The next iteration of game play!
Sponsors Exhibitor
Association & Media Partners
Thursday, February 12, 2015
February 3 - 5, 2015 Novotel Brussels Centre
Tour Noire
Organized by
Thursday, February 12, 2015