In our quest to conduct successful communities in the BRIC countries, the next country of interest is India. After Brazil and Russia, it is time to take a closer look at the country of Ghandi, chicken tikka masala and the river Ganges. Here are the main things to keep in mind:
Last week MOA (Dutch Market Research Association) awarded InSites Consulting with the MOA Innovation Award for our research on ‘Gamification in Online Research Communities’. The prize is awarded to the company which created added value in the past year by learning from consumers in an innovating, positive and striking way. As the judges of the MOAwards believed our winning case “brings fundamental changes in the way the industry sees research”, we feel obliged to share the full story with you Enjoy!
A very rainy day at the InSites Consulting office, full of speculations and nostalgia about former MOAward editions made room for the 5th – and unexpected sunny – edition. And let us be fair: there are worse places to enjoy the sun. The MOAwards took place in Zandvoort (NL), at the fully crowded Beachclub Vooges. A Dutch-Flemish blend of colleagues represented InSites Consulting once again, full of excitement about if, and what we would bring home.
At InSites Consulting we believe that gamification can boost productivity and can help people to think more creative and contextual. We also believe in the power of collaboration. Therefore it seemed perfectly logical to engage our own moderators in a challenge to map all techniques used on MROC’s.
Last year, at the sunny, sunny beach of Zandvoort in The Netherlands, we’ve pulled off “The Double” at the MOAwards, the annual prizes for Market Research firms in the Netherlands. Kristof De Wulf won the Agency Researcher of the Year Award and our Dutch office the Research Agency of the Year Award. And today, we’re happy to announce that we are nominated twice in the category Innovation Awards 2012! Together with RTL Netherlands InSites is nominated for a Facebook research community app, that was executed on the Facebook fanpage of The voice of Holland. The other Innovation Award is for InSites Consulting’s efforts for bringing gamification into market research online communities (MROCs).
“Imagine this: you are a quantitative researcher, and have been writing questionnaires that include 5 point Likert scales for years now. One day, someone comes up to you and tells you that it has just been scientifically proven that participants don’t understand 5 point likert scales. That the whole system behind it, is flawed, and that you are no longer to use it in your projects, because a study among thousands of people has indicated its ineffectiveness….” At ResearchWorldConnect, our research innovator Elias Veris ‘s written a very interesting article last week. Check it out: “Killing your gamified darlings“.
At the beginning of this week, my colleague Tom De Ruyck and myself were invited to the German GOR conference (General Online Research), organized by DGOF. Tom had a panel discussion about the state of research in Europe on Tuesday. On Wednesday, we gave a presentation together entitled “play, interpret together, play again, and create a win-win-win”. We gave a similar presentation at Esomar 3D last year, of which the write-up was already featured here. In short, the message is as follows: We believe in 3 ‘wins’ that can change the face of market research. These are the following:
Elias Veris (our Research Innovater at InSites Consulting) travelled to Canada last november to spread the word about mobile research, wherein concepts as “gamiﬁcation”, “crowd interpretation” and “infotainment” are potential gamechangers in the world of market research today. Below, find a copy of an article about the Esomar’s Best Of Canada 2011 session that was featured in VUE, written by Christian Mueller (thank you Christian for writing this).
At Qualitative 360, our head of research communities Tom De Ruyck was privileged to answer some questions by German Qual Researcher and Journalist Elke Eich, in a 20 minute interview. In the conversation, De Ruyck states, that the most interesting change in the marketing research world has come from one guy, that is absolutely not involved in the research industry. It’s Mark Zuckerberg. “By using Facebook, it has become a reality for a lot of people to be engaged with brands, to talk about brands. People start to expect that a brand engages with them. It’s not a matter of ‘are we doing the right thing’ by opening up to participants, it’s a matter of: we don’t have an option. This is how people work together with brands. The researcher of this decade is Mark Zuckerberg.”
At the 24th of January, I visited the last MOAbouts session which was centered around ‘Gamification & Infotainment in the research industry’. The most important word for me of this afternoon is ‘ENGAGEMENT’. Research is about connecting the company with the consumer and vice versa. To successfully do this, you need engagement, from both parties. And gamification & infotainment are great tools that can increase engagement. 3 experts shared their vision during the session: Jon Puleston (GMI), Peter Harrison (Brainjuicer) and Joëlla Marsman (HJ Heinz BV Netherlands). I’ve selected my three most important takeaways of the day.