Giving Research the NOS Effect: Betty Adamou #Netgain6 #MRIA


netgain mriaWelcome to my #Netgain6 MRIA live blogs. What happens at St. Andrews Conference Centre, gets blogged for all to read about. Each posting is published immediately after the speaker finishes. Any inaccuracies are my own. Any silly comments in [ ] are my own. Enjoy!

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Betty Adamou is CEO and Founder of Research Through Gaming Ltd and also Editor-in-Chief of Game Access, a Gamification blog. 

Giving Research the NOS effect (NOS is a slang term for nitros oxide which is frequently used for car racing – see The Fast and the Furious)

  • Gamification can be used as a motivational tool, understand their contribution
  • “using games in research so the next generation doesn’t hate us”
  • Would YOU take the surveys you send to respondents?  [HA!!!]
  • Do YOU bring your PM’s to conferences? Why not? They talk to your respondents and they should see the options and learn how to challenge their own surveys and designs.
  • Current options make respondents feel we don’t really value their opinion
  • Surveys aren’t interactive, they can’t give extra opinions, it’s one-sided in many ways, a barrier between the respondent and the agency
  • MROCs reduce this barrier through effective communication
  • MR today – lower response rates, longer field times, higher costs due to attrition
  • Will the ‘trads’ see gamification as a stain on market research? [ funny! ]
  • “Pimple Crisis” game let’s people choose pimple blasting tools and measures how quickly they choose particular items
  • Games need to be interactive, speak the same language, share information among respondents, create an avatar of themselves (bridge the empathy gap), opportunity to better themselves by understanding their contribution, don’t call them panelists call them playspondents, give useful incentives, give feedback, give people a WHY
  • Young males are hard to reach but they could finally realize that research is actually fun
  • Respondents don’t know that researchers do tons of fun stuff but they still think it’s boring grids
  • Gamification isn’t bolder brighter fonts or adding images and videos
  • Many brands use games which are actually marketing materials, Pottermore is a marketing game to continue the Harry Potter story online, Weight Watchers has gamified losing weight – share achievements with your team, follow rules and points, loyalty cards unlock achievements and give you rewards and strive for an ultimate goal with elements of leveling up
  • She’s teaching herself to drive via gamification, she does a plus 1 for her daily achievements [we want to see this online Betty!]
  • Research through QR codes, give points for how many they scan around a shopping mall,
  • Use gamification for introductions, a card game to decide who shares something about themselves
  • Will people be more vocal, share more about themselves if gamification is used?…… yup! Did two focus groups, one where people just introduced themselves, one where people played a game of introductions. Game group opened up more, quiet people opened up more. People think it’s fun, they’re more creative, playful, wasn’t a strain on their brains.
  • RAVA – Rules, a feedback system, voluntary, a goal
  • CABIN – collaborative, share, bonus features, aesthetics [check with Betty for her descriptions of acronyms]
  • Games are played by kids and adults alike, they teach you about your true self, what your core strengths are, what motivates you, and what makes you happiest
  • Make the goals of the game clear


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