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September 23-26, 2014 Ramada Hotel Berlin-Alexanderplatz
Organized by
#MRMW
Title Sponsor Gold Sponsors
Silver Sponsors
Premier Sponsor Bag Sponsor Workshop Sponsors
MRMW Berlin Sept. 23-26, 2014 #MRMW
Association & Media Partners
Event App Partner
Networking Reception Partner Exhibitor
MRMW Berlin Sept. 23-26, 2014 #MRMW
Games vs Surveys: A Case Study on Attitudes and Behavior Relating to Astrology
Joe Marks
NSF REPORT
“In 2012, slightly more than half of Americans said that astrology was
‘not at all scientific,’ whereas nearly two-thirds gave this response in
2010. The comparable percentage has not been this low since 1983.”
- 2014 NSF report on Science and Engineering Indicators
Further work on possible confusion between ‘astronomy’ and
‘astrology’ as an explanation for the apparent belief in the scientific
validity of astrology produced contradictory results.
ASTROLOGY SURVEY DATA
Would you say that astrology is very scientific, sort of scientific, or not at all scientific?
Mobile
GATHERING DATA VIA REAL GAMES
• Parlor games & board games have
entertained generations
• Key game elements:
comparison
description
estimation
prediction
top-of-mind responses
• The same tasks are required in
surveys and focus groups, so maybe
real games can be used to gather
market data?
THE PRYZ MANOR
• Highly rated, fun-first games
• A demographically & behaviorally
representative player population
90,000+ downloads from Google Play
• Games gather different kinds of data:
Slice of Life – preferences
Name Dropper – awareness & attitude
The Salon – survey-style questions
Speed Stampede – responses to visual stimuli
Odd Relations – in-home ethnography
Bluff & Bluster – numeric estimation & prediction
The Vault – price estimation & prediction
• On-line dashboard for real-time data access
Love it!! I never rate apps
but this one ROCKS!!!! Fun
games and real prizes!!! I
play all the time!! Keep up
the great work!!
Awesomeness! I
installed this on a whim,
now I am addicted.
Goodbye Candy Crush,
hello Pryz Manor!
SLICE OF LIFE
• A prediction game
• Brand preference
NAME DROPPER
Player 1
Player 2
• A word-guessing game
• Brand awareness and attitude
• Given a choice between $10 in cash and a personal horoscope or
astrology chart worth $65, 88% of respondents chose the cash.
• Stated belief and actual behavior are different for our respondents:
- 12% for the horoscope vs 27% considering astrology ‘very scientific’
• Choice of horoscope not affected by education
SLICE OF LIFE DATA
NAME DROPPER DATA
The percentages of Name Dropper players selecting hints for ‘Astrology’
that indicate possible confusion with ‘Astronomy’.
Hint telescope Galileo physics observations measurements based on data experimental
% selecting 5.0% 5.8% 1.7% 9.2% 1.0% 0.9% 0.3%
• This metric addresses two problems with survey questions about
term confusion: framing and the interpretation of free-text analytics.
CONCLUSIONS
• Surveys, especially on-line surveys, are a poor way to
measure belief in the scientific validity of astrology
- Sampling, framing, interpretation problems
- Slow, self-edited responses (System 2)
• Mobile games offer greater insight
- More representative
- Instinctive, behavioral responses (System 1)
- (Attitude toward astrology may be a poor way to
measure educational achievement!)
QUESTIONS?
Title Sponsor Gold Sponsors
Silver Sponsors
Premier Sponsor Bag Sponsor Workshop Sponsors
MRMW Berlin Sept. 23-26, 2014 #MRMW
Association & Media Partners
Event App Partner
Networking Reception Partner Exhibitor
MRMW Berlin Sept. 23-26, 2014 #MRMW
September 23-26, 2014 Ramada Hotel Berlin-Alexanderplatz
Organized by
#MRMW