Tag Archives: conjoint

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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Does your market research supplier offer a conjoint product? I hope not. #MRX

FactorAnalysis ConceptualModel DotsRings

If you visit the website of any market research company, large or small, full service or end service, you’ll find an array of product offerings.

Below you see the product offerings from two different companies. Company A gives an impressive list of everything from conjoint to perceptual mapping. Any company offering these products is sure to be able to meet all of your market research needs, whatever they may be. Company B also provides an impressive list of offerings ranging from In Home Usage Testing to sales forecasting. This too is a company that I know will be able to meet whatever needs I may have.

Product offerings: Company A

  • Conjoint analysis
  • Factor analysis
  • Cluster analysis
  • Maximum difference scaling
  • Perceptual mapping
Product offerings: Company B

  • IHUT
  • Package design
  • Simulated shopping
  • Concept testing
  • Media testing
  • Competitive analysis
  • Pricing analysis
  • Sales forecasting

But really, only one of these companies appeals to me and it’s not Company A. Clearly, Company A has licensed a copy of SPSS or SAS for every one of their employees and that does impress me. But it’s clear that those employees are number crunchers and data processors and that’s really not what I’m looking for. You see, conjoint isn’t a product. Factor analysis isn’t a product. Maximum difference scaling isn’t a product. Those are buttons you press in SPSS.

The company I AM interested in Company B. They clearly know that clients aren’t looking for a really cool conjoint analysis or a wickedly awesome factor analysis. I seriously couldn’t care less if a supplier offered conjoint. What clients actually need is guidance on pricing decisions, package evaluations, and concept preferences.

You see, anyone can press a button in SPSS and generate pages and pages of output. But to actually apply those results to a meaningful business decision, well that’s a separate story.

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