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

  • 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.
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