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Vivek Bhaskaran

This document discusses how gaming concepts and mechanics can be applied to market research. It suggests that traditional surveys with long lists of questions are ineffective and interruptive. Instead, research should engage users by incorporating elements from games like instant feedback, points, social sharing, and voluntary participation. The document advocates for techniques like max-diff scaling, A/B testing, and choice-based questions that reduce cognitive load. The overall message is that applying principles of engagement and gamification can make research a more positive experience that is easy for users while still providing powerful insights.

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SOCIAL GAMING AND MARKET RESEARCH Survey Analytics Enterprise Research Platform Zynga Connecting The World Through Games CONNECTING THE WORLD THROUGH GAMES
Survey Analytics Listening Systems
We help companies Listen...
Survey Analytics - Our Story Bootstrapped Pro鍖table (Not as much as SurveyMonkey) Software Developers Stumbled into the Research Business Young (Except for Andrew Jeavons)
Zynga - Our Story CONNECTING THE WORLD THROUGH GAMES
Facebook Developers www.appdata.com CONNECTING THE WORLD THROUGH GAMES
If Facebook & Zynga were countries CONNECTING THE WORLD THROUGH GAMES
If Facebook & Zynga were countries CONNECTING THE WORLD THROUGH GAMES
Why should you listen to us? Kevin works for Zynga? 40 question surveys as a research tool suck? Can gaming be used for research? Ratings Scale Vs. Choice!
The 35 Minute Survey It does not WORK Time is MONEY 140 Characters have changed the way we interact 10-7-140 (TPS Reports Dont Work Either)
Client-Vendor Collaboration
Why Zynga is excited about SA Easy to use Available anywhere Randomization, branching, piping Real-time reporting Max Diff Scaling Facebook Integration Note: Zynga uses a variety of research tools CONNECTING THE WORLD THROUGH GAMES
Voice of the Player CONNECTING THE WORLD THROUGH GAMES
Zynga Product Research Usability Surveys Playtesting Anonymous behavioral aggregation A/B Experimentation Focus Groups CONNECTING THE WORLD THROUGH GAMES
My Research Philosophy Online, Mobile or App Reduce interruption Use comparison Label all options CONNECTING THE WORLD THROUGH GAMES
Max-Diff Scaling
Max-Diff Scaling Population Level Vs. Individual Level analysis
Max-Diff Scaling There are K features to be tested in total Each user gets to see N features at a time CONNECTING THE WORLD THROUGH GAMES
Zynga Research - Learnings Prioritize ideas & 鍖xes Large Sample Low User Investment CONNECTING THE WORLD THROUGH GAMES
Go where the users are CONNECTING THE WORLD THROUGH GAMES
Research has to be Easy Yet Powerful Keys Rapid - Create surveys quickly Smart - Branching, Randomization etc. TimeSlicing
Gaming as a Service Goals Rules and obstacles Feedback systems Voluntary participation
Game-i鍖cation of Research Whats the most usable design for the checkout process at a retail website? 1-click ordering Whats the most usable design for Tetris? 1-click solution? (Challenge Is Key) CONNECTING THE WORLD THROUGH GAMES
Market Research ++ Measuring complicated emotions Matching to business needs Its not always about the fastest CONNECTING THE WORLD THROUGH GAMES
CONNECTING THE WORLD THROUGH GAMES
Market Research -- Focus groups Demographics & personality Difficult judgments CONNECTING THE WORLD THROUGH GAMES
http:/www.zynga.com/ jobs/ Marketing Advertising Revenue Associate Brand Manager Director Consumer Communications Director, Marketing Infrastructure & Analysis Director, Online Marketing Email Marketing Manager Public Relations Coordinator Reporting Analyst CONNECTING THE WORLD THROUGH GAMES
Instant Feedback Engage users by providing instant visual feedback Points, Scores, Badges They WORK!
Share some data with users
Great Experiences are Social Use social metrics: NPS Measure in environment CONNECTING THE WORLD THROUGH GAMES
Vivek & Kevins Voting Beats Rating (rant...) CONNECTING THE WORLD THROUGH GAMES
Net鍖ix : 1MM Problem Crowdsource the Prediction Algorithm 5Pt Rating Scale -- 4.6 Vs. 4.2 Discrete choice would have been better? CONNECTING THE WORLD THROUGH GAMES
IdeaScale, Digg & Marijuana
Reduce Cognitive Stress KISS Principle: Keep it Simple Choice Over Rating TURF, Conjoint, Max Diff, CHAID
Conclusion Hofmeyr (2007): In sum: we are heuristic decision makers. We may sometimes feel that were agonising over a decision. But mostly we decide fast and effectively; with minimal use of energy and little reference to multiple attributes.... Researchers needs to think about Engagement
Questions / Comments vivek.bhaskaran@surveyanalytics.com kkeeker@zynga.com

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Sa zynga-vivek-kevin-f inal

Editor's Notes

  • #2: Vvek & Kevin\n
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  • #14: Users generally don’t make accurate judgments about shades of gray\nIt’s not meaningful to ask how much you like peanut butter, all you care about is if they love peanut butter\n
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  • #20: For example, surveys show that long loading times are a big issue for many players\n
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  • #25: Market researchers test messaging\nThe best outcome may be counterintuitive\n
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  • #34: Vivek Digg - Using a simple up and down vote to determine relevance and gather insight.\n
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