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Gamification

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Gamification

  1. 1. WWW.NORSTAT.DE THE PRINCIPLES OF GAMIFICATION CHRISTOPH IRMER NORSTAT SUMMER LOUNGE JUNI 2014
  2. 2. WWW.NORSTAT.DE 02 „Der Mensch spielt nur, wo er in voller Bedeutung des Wortes Mensch ist, und er ist nur da ganz Mensch, wo er spielt.“ Friedrich Schiller - Über die ästhetische Erziehung des Menschen
  3. 3. VALUABLE ANSWERS FOR IMPORTANT DECISIONS. 03 THE GAMIFICATION BUZZ 3% 9% 6% 18% 2012 2014 Client Supplier 11% 36% 25% 38% 2012 2014 UNDER CONSIDERATIONIN USE RESEARCH GAMIFICATION… SOURCE: GRIT Report 2012 / 2014
  4. 4. WWW.NORSTAT.DE 04 THE GAMIFICATION BUZZ 0% 3% 18% 28% 15% 22% 10% 18% 27% 28% 14% 23% 28% 37% 48% 0% 0% 9% 11% 14% 14% 17% 17% 17% 20% 23% 26% 29% 37% 49% Not fashionable It's boring Too expensive We are not capable of doing it Too many risks involved Time constraints Locked into current approach Too hard to organise Technological limitations Budgetary constraints Blockers within the company Fear of trying something new Unproven Lack of proof it works Lack of knowledge Client Supplier WHAT IS HOLDING YOU BACK FROM USING RESEARCH GAMIFICATION? SOURCE: GRIT Report 2013
  5. 5. VALUABLE ANSWERS FOR IMPORTANT DECISIONS. 05 ___________ WHAT IS WRONG WITH ONLINE RESEARCH? ___________ WHY COULD GAMIFICATION BE A SOLUTION? ___________ WHAT IS RESEARCH GAMIFICATION? AGENDA
  6. 6. WWW.NORSTAT.DE 06 WHAT IS WRONG WITH ONLINE RESEARCH? RESPONSE RATES DROP OUT RATES DATA QUALITY SATISFICING BEHAVIOUR PANEL RECRUITMENT
  7. 7. VALUABLE ANSWERS FOR IMPORTANT DECISIONS. 07 WHAT IS WRONG WITH ONLINE RESEARCH? 8 10 15 25 38 45 55 56 58 59 61 65 67 69 74 83 84 0 1 1 3 4 5 10 16 22 21 27 31 32 38 36 35 38 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013* internet penetration % online interviews
  8. 8. WWW.NORSTAT.DE 08 WHAT IS WRONG WITH ONLINE RESEARCH?
  9. 9. VALUABLE ANSWERS FOR IMPORTANT DECISIONS. 09 WHAT‘S THE PROBLEM WITH ONLINE SURVEYS? 2005200620072008200920102011 THE EVOLUTION OF… ONLINE SURVEYS
  10. 10. WWW.NORSTAT.DE 010 WHAT‘S THE PROBLEM WITH ONLINE SURVEYS? QUALITY OF SURVEY EXPERIENCE CHANCE TO BE SURVEYED everywhere & at any time relevance & design
  11. 11. VALUABLE ANSWERS FOR IMPORTANT DECISIONS. 11
  12. 12. 12 WWW.NORSTAT.DE WHAT‘S THE PROBLEM WITH ONLINE SURVEYS? CHANCE TO BE SURVEYED everywhere & at any time relevance & design QUALITY OF SURVEY EXPERIENCE relevance & design QUALITY OF SURVEY EXPERIENCE
  13. 13. 13 WWW.NORSTAT.DE ___________ WHY COULD GAMIFICATION BE A SOLUTION? WHAT IS GAMIFICATION?
  14. 14. VALUABLE ANSWERS FOR IMPORTANT DECISIONS. 14 WHAT IS GAMIFICATION? PLAY AS A PREPARATION FOR THE UNEXPECTED: LEARN TO SWITCH AND IMPROVISE BEHAVIOURS
  15. 15. 15 WWW.NORSTAT.DE WHAT IS GAMIFICATION? A DEFINTION GAMIFICATION IS THE USE OF GAME MECHANICS IN NON-GAME CONTEXTS
  16. 16. VALUABLE ANSWERS FOR IMPORTANT DECISIONS. 16
  17. 17. 17 WWW.NORSTAT.DE WHAT IS GAMIFICATION? GAME MECHANICS
  18. 18. VALUABLE ANSWERS FOR IMPORTANT DECISIONS. 18 RESPONSE RATES DROP OUT RATES DATA QUALITY SATISFICING BEHAVIOUR PANEL RECRUITMENT DOES GAMIFICATION MAKE A DIFFERENCE? GET RID OF INCENTIVES PREVENT DROP OUTS PRESERVE DATA QUALITY SUSTAIN ATTENTION ENGAGE WITH RESPONDENTS INTRINSIC MOTIVATION
  19. 19. VALUABLE ANSWERS FOR IMPORTANT DECISIONS. 19
  20. 20. VALUABLE ANSWERS FOR IMPORTANT DECISIONS. 20
  21. 21. VALUABLE ANSWERS FOR IMPORTANT DECISIONS. 21
  22. 22. 22 WWW.NORSTAT.DE
  23. 23. 23 WWW.NORSTAT.DE BRAND BUZZER
  24. 24. VALUABLE ANSWERS FOR IMPORTANT DECISIONS. 24 SOFT GAMIFICATION – PLAYFUL SURVEYS
  25. 25. VALUABLE ANSWERS FOR IMPORTANT DECISIONS. 25
  26. 26. 26 WWW.NORSTAT.DE _______ CHRISTOPH IRMER christoph.irmer@norstat.de +49 (89) 5480 194-10

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