The Global View – Gamification: An Option Or A Requirement?
Editor’s Note: The digital world has no geographic barriers, so why should GreenBook Blog? In an effort to reach out to thought leaders in other parts of the world we’re starting a new series (soon to be section on the blog itself) called The Global View. In these posts leaders from various regions in the world will share their views and experience on the issues impacting insights professionals in their part of the world and/or globally.
First up we have Adriana Rocha, co-founder and CEO of eCGlobal Solutions, one of the leading “next generation” research firms in LATAM and headquartered in Brazil. Since Brazil is one of the most active regions of social media usage (especially via mobile devices) in the world I think Adriana’s’ views on issues related to new modes and models in research are particularly important to pay attention to.
So, join me in welcoming Adriana Rocha to the GreenBook Blog family and in ushering in a great new feature as we work to gain The Global View of market research!
By Adriana Rocha
Gamification, the concept of applying game-design thinking to non-game applications to make them more fun and engaging, recently has become one of the buzzwords not just for Market Research, but for Marketing, Human Resources, CRM, and almost all business areas and industries.
The reason is simple: its adoption is not an option, but mandatory for companies wanting to better understand and engage with the new generations, the ones who are fast becoming the main workforce and consumer power of the future. These generations mostly known as Y (those who were born between 1977 and 1994) and Z (those who were born after 1995), are incredibly sophisticated, technology wise, immune to most traditional marketing and sales pitches.
Gen Y’s are less brand loyal than its past generations, and the speed of the Internet has led them to be equally flexible and changing in its fashion, style consciousness and where and how they communicate. Gen Z’s are known for the rapid pace they are sharing thoughts, observations and experiences on a variety of media, topics and products. They are no longer limited to the home computer. The window for the world is carried in their pockets on mobile Internet devices, everywhere, at any time.
A main difference between Y and Z generations, though, is that Y’s remember life before the takeoff of mass technology, while the latter have been born completely within that realm. What they have in common is that they expect engaging experiences at their work place, or as consumers interacting with brands, products and organizations wanting to get their time and attention. In a recent study conducted last year by MTV with Gen Y’s , more than half reported that “People my age see real life as a video game” and “Winning is the slogan of my generation”. They also reported that a “game-like metaphor” applies to almost every aspect of their life.
So, my advice to market researchers: change the way you conduct question based surveys; look for new and creative ways of gathering consumer insights; treat respondents not as respondents, but as collaborators, people who need to be respected, motivated and engaged to share with you what they think, feel or behave.
Gamification is not an option: adopt it or die.