Gamijoint: Improving Conjoint Data with Gamification by Anil Kaul and Rajat Narang #CASRO #MRX


Live blogging from the CASRO Digital conference in San Antonio, Texas. Any errors or bad jokes are my own.CasroDigital

Gamijoint: Improving Conjoint Data with Gamification”

Anil Kaul
The research industry has begun to witness the benefits of gamification in different research environments, but not yet in conjoint analysis. In this research, the authors tested elements of game mechanics in a role-playing conjoint exercise and mapped its results to choice-based and adaptive choice-based conjoint. Do gaming elements improve respondent engagement and data quality? In addition to the presenters, this paper was authored by Mohit Shant (AbsolutData Research & Analytics Solutions).

  • Anil Kaul, CEO, AbsolutData Analytics
  • Rajat Narang, Senior ExpertAbsolutData Analytics 

Rajat Narang
  • Market research is 90 years old and we know it pretty well. so do our responders and they know what to expect. We need to do something new to get engagement back.
  • Need to add fun, adaptive, human element, motivation, and rewards to surveys – gamification. This is not new.
  • We use gamification everywhere except conjoint.  Conjoint, which is complex, can lead to fatigue, bad data, speeding, straightlining.Embedded image permalink
  • They added a story & fun to the survey. Used language intelligently as if it was a real person talking. Rewards were instant. Had users create an avatar and pretend to make decisions for their organization. Received performance feedback along the way.
  • US and India, 150 respondents in each cell – choice based conjoint, adaptive choice based conjoint, gamified conjoint, gamified timed conjoint. Considered CBC the benchmark as it is used most often.
  • [makes me wonder if there is a subset of people who perform better on regular surveys compared to gamified surveys. I always tune out of “gamified” or “fun” tasks because “just get to the point and ask me!”]
  • Model fit looked similar for the four techniques. So gamification did not distract.
  • Hold out accuracy was good for all but better for ACBC
  • Mean absolute error was similar for all
  • Enjoyability and satisfaction were significantly better for gamijoint, ease of understanding was the same for all
  • Similar results US vs India, but internet in India had a harder time supporting the requirements
  • People appreciated the feedback, people took more than a minute to customize their avatar
  • The timed vs non-timed didn’t work as the timed portion didn’t give people a chance to finish their task
  • Responders thought it was different, good, interesting, liked, unique, delighted [as seen in wordcloud]
  • [Another content guru presentation, as most at CASRO digital have been. awesome🙂 ]

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2 responses

  1. First, I did not completely get, what the article is about. What is “conjoint”?
    Second, do you use LinkedIn, Facebook, Amazon, Loyalty programs? You realize that those are gamified systems? So if Gamification is a distraction like you mention in “fun surveys”, then it’s badly done. Good gamification can be very effective and you won’t even notice that you’ve been gamified…

    1. Hi Mario,
      Conjoint is a statistical procedure that marketing researchers use to prioritize consumer preferences.
      And yes, much of the world is gamified but much of market research is not gamified, hence the subject of this person’s presentation.
      Cheers, Annie

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