Ad Hoc Recherche
It’s every moderator’s dream – eight articulate, creative and engaged participants sitting around the table. Sure, a well-designed recruitment screener goes a long way, but what other tools do we have in our box to help get participants to “bring it” to the table? From our experience in moderating and recruiting, the pre-group assignment, (aka […]
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Call it a trade bias, but I’m always curious to know what people around me think about brands, products and ad campaigns. So when I recently found myself in the grocery store with my boyfriend and picked up a milk carton, I asked him: “So, did you notice the new packaging for Natrel? What do […]
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Gamification is coming up as a new trend for data collection, making the experience more enjoyable for the respondent while allowing the researcher to obtain higher quality data. But how does one go about creating this experience?
A game for research purposes is built around two simple criteria:
A game needs rules, that are simple, clear and few.
A game needs a goal that is made explicit from the start and is attainable by all players
Humans have played games since the dawn of time, as it is a means to have fun, to socialise, to compete and to build a reward system through progression, accomplishment and ultimately a win.
Gamification in market research strives to bring this natural human tendency to surveying, by applying game thinking and game mechanics to engage users in solving problems.
The idea behind it is to convert respondents into players, by offering not a survey but an experience. The key is that players don’t need to be tense nor mentally prepared before setting forth to play. We are not completing a survey in exchange for reward points or a chance to win an iPad. No, this is an experience we were born to enjoy!
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La désirabilité sociale est le processus psychologique, conscient ou non, par lequel l’individu essaye de contrôler son image afin de se présenter sous un jour favorable à ses interlocuteurs.
Bien évidemment, un tel mécanisme est susceptible d’avoir un impact significatif sur les résultats des recherches qualitatives (groupes de discussion et entrevues individuelles) puisque les individus se rencontrent et sont donc plus enclins à « vouloir » projeter une image socialement acceptable. Pour dépasser cet écueil, l’animateur a à sa disposition une grande variété d’outils.
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