Gamifying questions using text alone Pete Cape, Global Knowledge Director, SSI 1

Motivation and Gamification © 2016 Survey Sampling International 2

Modern Psychological Theory This is not behaviourism… Self-Determination Theory (Deci & Ryan) People are active ‘organisms’ Having tendencies toward psychological growth and development Who strive to master ongoing challenges And to integrate their experiences into a coherent sense of self. The social context can either support or thwart the natural tendencies Sounds more ‘human’? More Philosophical? © 2016 Survey Sampling International 3

Motivation under Self-Determination Theory Amotivation Extrinsic motivation Intrinsic motivation A continuum that relates to the task in the social context, not a person Regulation Introjection Identification Integration to obtain an externally imposed reward pressure to avoid guilt or to enhance self-esteem conscious valuing of activity assimilated to self task is not done for it’s own reward Where do most market research respondents fall? © 2016 Survey Sampling International 4

Motivation under Self-Determination Theory Amotivation Extrinsic motivation Intrinsic motivation Task Outcomes Regulation Introjection Identification Integration little interest, value or effort more effort, anxiety, poor coping with failure enjoyment, good coping skills greater enjoyment, competency task is not done properly interest, enjoyment highly competent Where would we like respondents to be? © 2016 Survey Sampling International 5

Moving people along the motivation continuum Foster feelings of: Autonomy – you are free to do this or not as you choose Competence – you are good at this Relatedness – people like you do this Value – what you are doing has meaning © 2016 Survey Sampling International 6

Motivating respondents © 2016 Survey Sampling International 7

The Rewards Controversy Extrinsic rewards such as monetary payments can undermine people’s intrinsic motivation for the rewarded activity Runs counter to Behaviourist thinking But would not surprise a Behavioural Economist…. © 2016 Survey Sampling International 8

Rewards and Motivation Source: Heyman & Ariely, Effort for Payment, a Tale of Two Markets © 2016 Survey Sampling International 9

What else can we do to motivate? Let people “win” at research Gamify our surveys: So it’s not a game for games sake And it’s not about extrinsic rewards or badges “..the purposeful introduction of mechanics that are designed to elicit specific, predictable behaviours, while simultaneously absorbing individuals in the experience by making it engaging and compelling...” Alberts and Findlay (TNS), ESOMAR 2011: “..the purposeful introduction of mechanics that are designed to elicit specific, predictable behaviours, while simultaneously absorbing individuals in the experience by making it engaging and compelling...” Alberts and Findlay (TNS), ESOMAR 2011: © 2016 Survey Sampling International 10

What Games Experts Say Game mechanics bring a double shift in focus and framing; from usability (reducing friction) to motivation (increasing drive), from extrinsic motivation (incentives) to intrinsic motivation (competence, autonomy, relatedness). I don’t necessarily believe games have to be fun to be games. I think a game is chiefly the decision to keep playing and the context of that play Danny Day, Games Designer Sebastien Deterding:, Designer © 2016 Survey Sampling International 11

Engaging Framing Guessing Scenarios Gamification Motivating Autonomy Value Relatedness Competence Compelling Images and Video Mental break Warm-up Predictable Properly written questions! © 2016 Survey Sampling International 12

© 2016 Survey Sampling International Gamifying Spontaneous Awareness Please write down the names of all the mobile phone brands you can think of. Objective Rules How to win Mechanic Motivation 13

Gamifying Spontaneous Awareness T4a Thinking now just about mobile phones. Here is a little game. You have 60 seconds to write down all the brands of mobile phones you can think of, to a maximum of 10. Your time starts now! 10 OPEN BOXES, SINGLE LINE EACH + Can’t think of any COUNT BOXES WITH SOMETHING IN THEM IF COUNT > 0 Well done, you got brands. It’s not easy when you are under time pressure, so well done Objectives and Rules Mechanic How to win Motivation (Compelling) Motivation (Competence) © 2016 Survey Sampling International 14

Gamifying Spontaneous Awareness © 2016 Survey Sampling International 15

Using video in open questions 6x more characters! 1.5 x more answers! © 2016 Survey Sampling International 16

Gamifying an Open Question Please tell us everything about the service you receive from BRAND X? Scenario Rules How to win Mechanic Motivation © 2016 Survey Sampling International 17

Gamifying an Open Question Imagine you meet the CEO of BRAND X in a lift. You have just a few moments with them. What are the three things you would say about the service you receive from BRAND X? Scenario Motivation (Compelling) Objectives and Rules © 2016 Survey Sampling International 18

Gamifying an Open Question Average Characters StandardGamified Country A3267 Country B2655 Median Characters Country A2966 Country B2857 % Don't know Country A21.8%21.4% Country B31.7%21.0% © 2016 Survey Sampling International 19

It’s not just Blah Blah Codable ContentStandardGamified 025%31% 152%9% 214%12% 35%47% 43%1% 6 0% average average (if any) © 2016 Survey Sampling International 20

How important is the scenario vs the rules? © 2016 Survey Sampling International 21 If you could do three things to improve your eating habits, what would you do? 3 OPEN BOXES If you could do three things to improve your eating habits, what would you do? 3 OPEN BOXES Imagine you were in discussion with a dietician. You discussed with them all your usual eating routines and habits what foods you like, and what you avoid. They come back to you with a 3 point plan to improve you eating habits. What do you think would be the 3 points? 3 OPEN BOXES Imagine you were in discussion with a dietician. You discussed with them all your usual eating routines and habits what foods you like, and what you avoid. They come back to you with a 3 point plan to improve you eating habits. What do you think would be the 3 points? 3 OPEN BOXES Box 1: 83%Box 2: 76%Box 3: 68%2.28 average Box 1: 88%Box 2: 84%Box 3: 80%2.51 average

Gamification - Summary It’s not about games, quests, graphics or badges It’s about motivation It’s about scenarios & objectives, rules and winning The mechanic is the question Respondents will play by the rules Scenarios help concentrate the mind Think about motivation in–between questions — Opportunity to praise and motivate © 2016 Survey Sampling International 22

Pete Cape, Global Knowledge Director, SSI © 2016 Survey Sampling International