Using gamification as a marketing
technique is a recent tool that has come into use. It only surfaced a
couple of years ago and has had quite a boom, due to a lot of people
feeling the need to be able to be more in contact with what they are
working / buying and selling with. The increase in people using gaming
and enjoying games that offer rewards, started the idea of offering
rewards for buying certain things. Like loyalty cards, members discount
etc. It has been proved that people are more lenient in buying something
if they can get something back in return.
This lead to us wanting to research into
whether this technique actually works, so we used a simple marketing
research technique to try to prove that gamification can have an effect
on people when asking them to do something as simple as completing a
survey. On October 25th we stood at the top of Wind Street and had 40 of
the same surveys twenty for the first hour and twenty for the second.
For the first hour we tried to get people to complete them, with little
luck, we only managed to obtain seven surveys. Then as we went into the
second hour, we pulled out a box of twenty chocolate bars and offered
them to people in return for completing the surveys. A simple concept but
gamification all the same a reward was offered to obtain, if it was a
survey for actual marketing research, results. In this second hour we
managed to get the full twenty surveys completed and with a lot of
enthusiasm from the people that participated as opposed to the people
who participated in the first hour who always seemed to be in a rush and
with little actual willingness to help us out.
This research proves that by offering rewards to people, even the simplest of ones, results can be achieved. So how can gamification not be a positive and benefit people who are buying or selling.
This research proves that by offering rewards to people, even the simplest of ones, results can be achieved. So how can gamification not be a positive and benefit people who are buying or selling.
A chocolate bar is so much more than a reward!
ReplyDeleteWell, it is a cheap trick, so it can be sometimes motivator for completing survey unnatural way. Therefore people can give you wrong answers or they dont think about it. Becouse motivator - chocolate for god sake, is so close that they dont think. They now that they will get it one way or the other.
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