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Gamification 101 - from theory to practice
By Jon Puleston
Gamification is one of the buzzwords in the marketing industry right now and is a subject of growing interest amongst market researchers. The idea is being applied to everything from teaching to brand marketing, even to whole social engineering schemes by governments. Over the last year, GMI has conducted extensive research looking at how to apply gamification techniques to make surveys more fun and measuring the impact they have.
In this first installment of a two-part article, I will show you how the thinking and theory behind game play can be applied in market research, demonstrating the dramatic impact that gamification can have in improving the survey experience for respondents - and the quality of feedback. The second part will focus on designing questions to be more game-like.
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Could you be the next 'challenge brand'?
By Dennis Crowley
Currently, one of the most notable trends in marketing is sameness. If you pick a category of product or service, you generally find that most brands feel and act the same. There are notable exceptions of course (Apple) but for the most part, competing products lack clear differentiation. Whether you are evaluating snack foods, airlines or pharmaceuticals, chances are you struggle to find any meaningful differences in how the brands have established themselves.
Read on...
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Conducting Web site usability research
By Jacob Brown
The January issue of Quirk's features a focus on Internet and online research. From our archives, this article how qualitative and quantitative methods can be used to test Web site usability.
While it is clear that companies are returning to usability research, the jury is still out on how usability research should be conducted. This article is meant to provide professional researchers and clients with a perspective on conducting usability studies. It does not attempt to define the "best" way. Rather, it is meant to provide a point of view and some suggestions that may help shape the discussion. At the simplest level, there are two basic approaches to Web site usability testing and each has its own strengths and weaknesses. In this article, we'll focus primarily on qualitative usability interviews.
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 How to quantify the ROI of researchA 90-minute training Webinar from Quirk's and Research Innovation and ROI Inc.
February 15 at 11:30 a.m. CST
Attendees will learn:
> Financial concepts critical to ROI
> An overview of nine different methods to demonstrate ROI
> Marketing cost reduction/avoidance
> Opportunity identification/threat avoidance
> Framework for increasing ROI throughout the research process
Cost to attend is $199. The first five registrations will receive the Demonstrating ROI Guidebook, a 19-page Word document, at no additional charge.  Participants will receive credit (1.5 hours) toward Professional Research Certification or renewal. Register now!
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Research War Stories: 'My dad sent me a whole bunch'
Imagine how Donna Tinari-Sigfried felt when, while moderating a focus group on a new product being tested as a promotion by her telecommunications company client, a respondent said, "I love this new promotion, My dad sent me a whole bunch."
"Your dad sent you these?" Sigfried asked, somewhat panicked, as a large contingent of agency and client personnel observed through the mirror.
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Enter to win: Quirk's monthly contest
This month, three winners will receive a copy of Leading Edge Marketing Research: 21st Century Tools and Practices, signed by Robert Moran, U.S. region president of StrategyOne and author of the book's epilogue, "The Futures of Marketing Research." with your complete contact information. Please include "StrategyOne Contest" in the subject line. Deadline to enter is January 31, 2012. The winner will be selected at random and announced in the March issue of Quirk's.
To become a future contest sponsor contact Evan Tweed at 651-379-6200.
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Latest market research jobs postings
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Upcoming research events
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March 9
University of Texas at Arlington
March 25-27
JW Grande Lakes in Orlando, Fla.
Search all events
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