Gamification is a well-accepted essential of marketing to Chinese millennials, but this is no longer restricted to the online environment, as a visit to the gaming arcades in the nation’s malls will attest.
BOGOTÁ: Pernod Ricard, the drinks business, gathered a wealth of information from an online community in Colombia, and attributed part of that success to a program of incentives that encouraged participants to complete a range of tasks.
Rhiannon Price, Admap, March 2018, pp. 17-19
Details how Northstar Research created its own versions of reality TV shows The Apprentice and Come Dine With Me, explaining the processes involved and how it used them to gain insights from the participants.
BERLIN: Both researchers and clients often dread the PowerPoint presentation that typically completes a project and manages to communicate few insights, but a novel approach for Jaguar Land Rover has the potential to be a game-changer.
MRS Awards, Winner, International Research, 2017
The Bill and Melinda Gates Foundation, a private foundation founded by Bill and Melinda Gates, used research to generate demand for Voluntary Medical Male Circumcision in Zambia and Zimbabwe, to help tackle their HIV epidemic.
Brian Carruthers, Event Reports, MRMW Europe, November 2017
Market research is changing; questionnaires lead to professional respondents rather than the true target audience – the solution for some has been to rethink research through gamifications and simulations of real world situations.
Rhiannon Price, Daniel Tralman and James Livingston, ESOMAR, Congress, 2017
This paper explains how Northstar, a research agency, and Jaguar Land Rover (JLR), the automotive company, used pop culture as an innovative qualitative research methodology and re-imagined how to execute and disseminate target customer insight in the US, UK and Germany.
Adriana Rocha, Iván Casas, Mariana González Cedraro, Laura P. Berga and Susana Aiken, ESOMAR, Congress, 2017
This paper describes how the TV network HBO developed an innovative online community, integrating its market research strategy into a single platform, in order to listen to users and generate agile market research insights across Latin- and South America.
ASIA-PACIFIC: Researchers often use gamification techniques to improve user engagement and improve data quality, but research across Asia-Pacific shows they also need to consider how cultural differences can affect results.
Explores how the major digital companies are able to leverage their knowledge of consumer behaviour by continually experimenting towards better user experiences – and how any enterprise can use similar experimentation to learn.