The Lives of Cool Digital Natives #Eso3D #esomar

This is a live blog posting from the Esomar 3D conference in Miami. Written, summarized, and posted just minutes after the speaker has finished. Any inaccuracies are my own. Any humorous side-notes are mine as well.

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INTERACTIVE TRACK VOLUME TWO – THE RESULTS
Play, interpret together, play again and create a win-win-win!
A 21st century research experience picturing the lives of ‘cool’ digital natives in ‘hot’ cities
Tom De Ruyck, Elias Veris & Joeri Van der Bergh, InSites Consulting, Belgium

Materials for our 'Interactive Track' at #eso3D have survived 3 airplanes! #giftforattendees twitpic.com/75wdpt cc/ @leesa_ #mrx—
Tom De Ruyck (@tomderuyck) October 26, 2011

At the #eso3d mobile research workshop, interesting discussion and I get the feeling that we are well on track with #Insites —
Elias Veris (@EliasVeris) October 26, 2011

My interview with @researchlive on #coolbrands influence on market research insit.es/r5Btu6—
Joeri Van den Bergh (@Joeri_InSites) October 24, 2011

Part 1:
6 weeks, 100 young folk, 15 cities
What/who is generation Y? Stimulation junkies! How can you get them on a community for so long? We need to market our research to our consumers, make it an experience they can contribute to.
Let them meet other cool kids around the world to create identify new trends.
At every new level of the game, they got something new – new information, new features in the community (see a blog post, moderate a session). Have them compete with other group members.
Can you turn research results into a game? Realize what you should improve in terms of your knowledge? Make them more impactful.
Part 2:
Play, interpret together, play again, and create a win
Can you turn research results into a game? Try it.
Can researchers beat Gen Y? Which has the most insights and the most unique insights?
We’re voting by glowsticks. The researchers lost for number of insights and number of unique insights. The crowd won. But, two pairs of eyes are better than one. [We need more glowstick voting!]
Getting people involved makes you open to learning new things. Infotainment is a good thing.