Games vs Surveys - A Case Study - Hall & Partners, Upfront Analytics
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May 27-30, 2014 Congress Plaza Hotel & Convention Center #MRMW Organized by
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Transcript of Games vs Surveys - A Case Study - Hall & Partners, Upfront Analytics
May 27-30, 2014 Congress Plaza Hotel & Convention Center #MRMW
Organized by
Title Sponsor Gold Sponsors
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MRMW Chicago May 27-30, 2014 #MRMW
Workshop Sponsors
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Networking Reception
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MRMW Chicago May 27-30, 2014 #MRMW
Brand-Tracker Data from Survey Questions and Game Play
Laurie Viseé & Joe Marks
THE PRYZ MANOR
• Highly rated, fun-first games
• A demographically & behaviorally
representative player population
75,000+ downloads
2,000+ players every day
• Games gather different kinds of data:
Slice of Life – preferences
Name Dropper – awareness & attitude
The Salon – survey-style questions
Speed Stampede – responses to visual stimuli
Odd Relations – in-home ethnography
Bluff & Bluster – numeric estimation & prediction
The Vault – price estimation & prediction
• On-line dashboard for real-time data access
Available for download
from Google Play
GATHERING DATA VIA REAL GAMES
• Parlor games & board games
have entertained generations
• Key game elements:
comparison
description
estimation
prediction
top-of-mind responses
• The same tasks are required in
surveys and focus groups, so
maybe games can be used to
gather market data?
NAME DROPPER ATTRIBUTE-LIST QUESTIONS vs.
Robocop: is entertaining
is exciting
is new
is boring
is fast-paced
is funny
will win awards
is old
is dramatic
has a memorable tag line
American Express: has earned my trust
has high interest rates
is an ethical company
is convenient to use
is fast
has helpful customer service
takes security seriously
has a platinum card
Player 1
Player 2
SLICE OF LIFE SURVEY QUESTIONS vs.
Where are you more
likely to eat at next:
McDonald’s or Subway?
Time is more important
to me than money:
strongly disagree
disagree
agree
strongly agree
THE GAMES ARE FUN
• 80% of game play is ‘just for fun’
• MR content is embedded seamlessly in the play experience
Love it! Awesome game and love
the real prizes!
★★★★★ Keri Anne Hudson
Great game Me an my husband
have lots of fun playing this game
it keeps you on your toes.
★★★★★ Tracy Deal The Pryz Manor Very
addictive you SHOULD
download and PLAY!!!!
Great Game!!!! ♥
★★★★ calvin allison
SUPERIOR RETENTION RATES
DOES IT WORK AS A RESEARCH TOOL?
• Validation of a new research platform is a lengthy
process and we are just starting
• This presentation: a between-subjects study on
consistency between survey questions and game play
• Future validation studies:
Additional games Demographic representativeness Behavioral representativeness System 1 vs System 2 responses Actionable data
SEARCH-ENGINE REPUTATION
0
25
50
75
100
% o
f R
esp
on
de
nts
Google Bing Yahoo!
0
25
50
75
100
% o
f R
esp
on
de
nts
Google Bing Yahoo!
SEARCH-ENGINE PERFORMANCE
0
25
50
75
100
% o
f R
esp
on
de
nts
Google Bing Yahoo!
0
25
50
75
100
% o
f R
esp
on
de
nts
Google Bing Yahoo!
$100 of
consumer electronics
bought with:
$100 of
consumer electronics
bought with:
$100 of
consumer electronics
bought with:
0
25
50
75
% o
f R
esp
on
de
nts
Yahoo!
Bing
SEARCH-ENGINE AWARENESS
0
25
50
75
100
% o
f R
esp
on
de
nts
Google Bing Yahoo!
0
20
40
60
80
100
% o
f R
esp
on
de
nts
Google Bing Yahoo!
SEARCH-ENGINE ATTITUDES
CONCLUSIONS
• MR-relevant mobile games can be as entertaining and
engaging as any other mobile games
• Within our system the responses obtained via survey
questions and game play are consistent and complementary
• Next up: more games, more validation
QUESTIONS?
Title Sponsor Gold Sponsors
Silver Sponsors
MRMW Chicago May 27-30, 2014 #MRMW
Workshop Sponsors
Association & Education Partners
Networking Reception
Sponsor
Event App
Partner
Media Partners
MRMW Chicago May 27-30, 2014 #MRMW
May 27-30, 2014 Congress Plaza Hotel & Convention Center #MRMW
Organized by
