MAKING SURVEYS MORE REWARDING EXPIERENCES

1. MAKING SURVEYS MORE REWARDING EXPIERENCES JON PULESTON VP Innovation GMI Interactive

2. A NEW PERSPECTIVE ON GAMIFICATION

3. THE COCEPT“GAMIFICATION” HAS CAPTURED THE IMAGINATION OF THE RESEARCH INDUSTRY OVER THE LAST COUPLE OF YEARS

4. IT HAS HAS BECOME AN UMBRELLA TERM TO DESCRIBE A WHOLE PANECEA OF TECHNIQUES WE ENVOKE TO IMPROVE RESPONDENT ENGAGEMENT IN SURVEYS COPY WRITING EDITING VISUALISING ART DIRECTING GAMIFICATION

5. IN TRUTH IT IS JUST ONE SPECIFIC PART OF THIS PANECEA… COPY WRITING EDITING VISUALISING ART DIRECTING GAMIFICATION

6. SO TODAY I DON’T WANT TO TALK SPECIFICALLY ABOUT GAMIFICATION.I WANT TO THINK ABOUT THE ISSUES THAT THIS TERM HAS BECOME SYNONYMOUS WITH.

7. TAKE A HELECOPTER VIEW POINT: WHAT ARE WE TRYING TO DO HERE?

8. I’D LIKE TO THINK OF A BETTER TERM TO DESCRIBE THIS WHOLE PROCESS? COPY WRITING EDITING VISUALISING ART DIRECTING GAMIFICATION ENTERTAINIFYING GAMIFICATION

9. I’D LIKE TO THINK OF A BETTER TERM TO DESCRIBE THIS WHOLE PROCESS? COPY WRITING EDITING VISUALISING ART DIRECTING GAMIFICATION DEBORIFICATION GAMIFICATION

10. DEBORIFICATION 2 1 -1 0 BORING LESS BORING INTERESTING FUN A LOT OF WORK DONE IN THIS TERRITORY

11. WHAT I THINK IT ULTIMATELY ALL BOILS DOWN TO IS… COPY WRITING EDITING VISUALISING ART DIRECTING GAMIFICATION REWARDING GAMIFICATION

12. MOST SURVEYS ARE SIMPLY NOT VERY REWARDING EXPERIENCES

13. DECONSTRUCTINIG THE AVERAGE TRACKING STUDY YOU WILL FIND THEY ARE ALL PRETTY MUCH THE SAME: MOSTLY MADE UP OF 3 CORE ELEMENTS: 3. 2. ALL VERY UNREWARDING QUESTIONS FOR RESPONDENTS TO ANSWER 1.

14. DECONSTRUCTINIG THE AVERAGE TRACKING STUDY YOU WILL FIND THEY ARE ALL PRETTY MUCH THE SAME: MOSTLY MADE UP OF 3 CORE ELEMENTS: 3. 2. AND THE ULTIMATE IMPACT OF THIS IS THEY DELIVER BACK POOR DATA 1.

15. ISSUES WITH AWARENESS QUESTIONS 1 or 2 v up to 5 in face to face 50%+ variance simply based on how you ask What brands come to mind? Are you aware of this brand? Have you seen this ad? Where have you seen it? 100%+ misattribution • Tedious: People can’t be bothered to think

16. ISSUES WITH USAGE QUESTIONS Significant answer decay Only 70% accurately noted* What brands have you used? When have you used them? Important! • People lie and sometimes exaggerate (eg. Do you own an ipad!) • They can’t be bothered to remember • Answers don’t correlate with future behaviour *Hofmeyr TNS

17. ISSUES WITH ATTITUDE QUESTIONS I am not sure or I quite like it! How much do you like this? What words do you associate with this brand? Reasons for purchase I am not interested click max 4 options • People struggle to differentiate their opinions

18. ALL ROADS LEAD TO ROME I CAN’T BE BOTHERED TO THINK

19. SURVEYS REWARD SPEEDING ACTION TRIGGER REWARD SPEED THROUGH IT SURVEY SAVED TIME

20. THINK ABOUT GAMIFICATION AS ONE OF SUIT OF WEAPON THAT CAN BE USED TO REWARD RESPONDENTS FOR INVESTING MORE THOUGHT AND EFFORT IN COMPLETING A SURVEY BEING THOUGHTFUL & TRUTHFUL TRIGGER REWARD

21. THE 4 CHALLENGES WE FACE WHEN DESIGNING SURVEY QUESTIONS • COMMANDING PEOPLES ATTENTION • PERSUADING PEOPLE TO READ THINGS • PERSUADING PEOPLE TO THINK • MOTIVATING PEOPLE TO RESPOND

22. AT THIS POINT I WOULD LIKE TO TAKE A SHORT COMMERCIAL BREAK!

23. IF YOU THINK ABOUT THESE CHALLENGCES THESE ARE EXACTLY THE SAME AS THE CHALLENGES THE ADVERTISING INDUSTRY FACES WHEN DESIGNING ADVERTISTING MESSAGES

24. SURVEY QUESTION This is a message I want you to read and think about and respond to. And I want you to read this bit And this bit And this bit And this bit And this bit And this bit too

25. COULD EQUALLY BE AN ADVERT This is a message I want you to read and think about and respond to. And I want you to read this bit And this bit And this bit And this bit And this bit And this bit too

26. SO HOW DO THEY TACKLE THIS PROBLEM?

27. YOU WOULD NOT QUITE DESCRIBE WHAT THEY DO AS GAMIFICATION…

28. BUT IT IS A VERY SIMILAR PROCESS CENTRED AROUND REWARDING PEOPLE TO NOTICE, READ, THINK AND RESPOND…

29. TITILATION= MILD SEXUAL PLEASURE DOUBLE ENTENDRE = MENTAL PUZZLE SEXUAL & INTELLECTUAL REWARDS FOR READING THIS MESSAGE

30. CREATING A SENSE OF WONDER VISUAL & EMOTIONAL REWARDS FROM LOOKING AT THIS AD

31. HUMOUR ENTERTAINMENT REWARD FO READING THIS MESSAGE

32. MENTAL CHALLENGE INTELLECTUAL REWARD FOR READING MESSAGE

33. PUZZLE REQUIRING DECODING INTELLECTUAL REWARDS FOR READING THIS MESSAGE

34. ALIGNMENT & SCALING DELIVERS AESTHETIC PLEASURE VISUAL DECODING AESTETIC & INTELLECTUAL REWARDS FOR READING THIS MESSAGE

35. A CHANCE TO DREAM & ESCAPE REALITY EMOTIONAL REWARDS FROM LOOKING AT THIS AD

36. VISUAL SURPRISE + MENTAL DECODING

37. VISUAL SURPRISE/HUMOUR + MENTAL DECODING

38. VISUAL SURPRISE VISUAL PUZZLE

39. ADVERTISING FAILS IF IT DELIVER IT DOES NOT ADEQUATELY DELIVER REWARDS

40. NEWS REWARDS YES BUT ON ALL OTHER LEVELS UTTERLY UNMEMORABLE

43. CLICHÉ MEANINGLESS DECORATIVE EFFECTS TAUTOLOGY SO NOTHING TO DECODE

44. SURPRISE DECODING CHALLENGE

45. THE MORE THE AD IS LIKED*, THE HIGHER THE RECALL * LIKED = DELIVERED A REWARD

46. THE WEAPONS OF ADVERTISERS: • VISUAL SURPRISES TO GAIN ATTENTION & TRIGGER THINKING PROCESSES • PLEASING AESTHETICS TO ENCOURAGE VIEWING • ALLOWING PEOPLE TO DREAM & FANTISISE • ASKING THE CONSUMER TO PLAY MICRO GAMES IN THE FORM OF MENTAL PUZZLES • SEXUAL TITLATION GAMIFICATION IS AN IMPORTANT PART OF MANY OF THESE ADVERTS BUT AT THE HEART OF IT IS ALL ABOUT REWARD DELIVERY

47. EXAMPLES OF REWARD WEAPONS WE AS RESEARCHERS CAN USE… • Deliver aesthetic pleasure • Delivering Surprises • Providing respondents with something new to think about • The ability to set questions up as mental puzzles • Setting questions up as challenges • We can validate their opinions • We can give them an opportunity to express themselves

48. LOOKING AT SURVEY GAMIFICATION AS A PROCESS OF REWARD DELIVERY

49. VISUAL SURPRISES 90% More

50. MENTAL PUZZLE • Describe yourself • Describe yourself in EXACTLY 7 words 4.5 Descriptors 98% Answered 2.4Descriptors 85% Answered