Ghent I Rotterdam I London I Timisoara I New York

www.insites-consulting.com

MOA Innovation Award

Gamification in MROCs

by InSites Consulting

tom.deruyck@insites-consulting.com

@tomderuyck

elias.veris@insites-consulting.com

@eliasveris

Nice to meet you Elias Veris – Senior Research Innovator

Tom De Ruyck – Head of Research Communities

Why are we nominated for an innovation award?

The top ten buzzwords:

Mobile

Gamification

Analytics

Innovation

Communities

Social media

MROC

Co-creation

Shopper

Behavioural

Gamification:

trending topic

1

xxx

Using game mechanics

to solve problems and

engage users

Everybody likes to play

Qualitative

Research

2

MROCs:

Most popular

emerging method

in GRIT 2012

xxx

Data collection

Analysis & interpretation

Reporting & presenting

3

The whole

research process

That’s nice and all, but what does it deliver?

Generating insights to grow the ketchup category

Improving the transfer flight experience

Co-creating the club of the future

Discovering hot trends in cool cities

Making the R&D plant customer centric

Phase 1: Data collection

xxx

Team

Question

Individual

Community

“Prove to

me that your

city is better

than every

other city

here”

4 levels

xxx

Team

Question

Individual

Community

4 levels

xxx

Team

Question

Individual

Community

4 levels

xxx

Team

Question

Individual

Community

4 levels

Do you think this leads to…

1. More posts?

2. Richer posts?

3. More & richer posts?

Do you think this leads to…

1. More posts?

2. Richer posts?

3. More & richer posts?

xxx

7x more on topic

arguments

Creative, emotional,

contextual

Think harder,

Think different

Phase 2: Analysis &

interpretation

Crowd interpretation: interpretation of data by “ordinary” consumers

Right people

Curated data

3 phases

Gamified

procedure:

Limited timespan

Points for good

answers

Researchers Gen Y crowd

How do they

perform?

Who is best at

generating insights?

xxx

1. Researchers

2. Gen Y Crowd

3. Both are equally good

Who is best at

generating insights?

xxx

1. Researchers

2. Gen Y Crowd

3. Both are equally good

Researchers Gen Y crowd

20-40%

additional

insights!

Phase 3: Reporting &

Presenting

Single focus on the

minds

Engage

Positive disruption

and conversations

xxx

Inspire

Energized rich

workshop

xxx

Activate

Make research

used

xxx

Activate

Live the results

Impact on 3 levels:

Eager to learn

Research is used & lived

Energized rich workshop

Conversations about

research

How many clients on average talk about

market research after a gamified reporting?

1. 12%

2. 35%

3. 55%

4. 80%

1. 12%

2. 35%

3. 55%

4. 80%

How many clients on average talk about

market research after a gamified reporting?

More and richer data through gamified MROCs

Crowd interpretation makes research truly

uncover hidden gems

Optimized research communication at client side

drives conversation long after we are gone

Research becomes an impactful experience for all

stakeholders involved

Thanks!

Questions?

The game is on!

@eliasveris | @tomderuyck