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Jon Puleston, GMI Interac2ve, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 9:58am to 10:22am (GMT/London)
The Eureka Experiments Exploring ways to stimulate and evaluate creative ideas in online surveys
Jon Puleston, GMI Interac2ve, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 9:58am to 10:22am (GMT/London)
Please note that this is a snapshot of an ongoing research experiment.
So I don’t have all the answers!
Also recognise this is an area where people
have already done a huge amount of thinking
Jon Puleston, GMI Interac2ve, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 9:58am to 10:22am (GMT/London)
Background • For the last 2 years working with Engage
research exploring how to improve the quality of feedback from online surveys by making them more engaging
• Published 2 papers on this topic and a case study with Sony Music UK
Jon Puleston, GMI Interac2ve, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 9:58am to 10:22am (GMT/London)
2 minute summary of our discoveries...
Jon Puleston, GMI Interac2ve, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 9:58am to 10:22am (GMT/London)
The importance of the introduction...
= 80% more Ime focusing on task
Jon Puleston, GMI Interac2ve, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 9:58am to 10:22am (GMT/London)
The role of imagery
What foods do you hate to eat?
Twice as many suggestions
+
Jon Puleston, GMI Interac2ve, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 9:58am to 10:22am (GMT/London)
The impact of projective techniques...
Evalua2on of a product
= 100% more feedback
+
Jon Puleston, GMI Interac2ve, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 9:58am to 10:22am (GMT/London)
Discovered value of humour...
Coming up with crea2ve ideas
= 30% more feedback
+
Jon Puleston, GMI Interac2ve, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 9:58am to 10:22am (GMT/London)
How showing examples can encourage respondents to give more feedback
Task
= 100%+ more feedback
+
Jon Puleston, GMI Interac2ve, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 9:58am to 10:22am (GMT/London)
The amazing impact of making tasks competitive...
Remembering ads
= 200%+ more feedback
+
Jon Puleston, GMI Interac2ve, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 9:58am to 10:22am (GMT/London)
What can be achieved with the right stimulus...
A 6 fold increases in feedback
x6
Jon Puleston, GMI Interac2ve, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 9:58am to 10:22am (GMT/London)
Turning our attention to the idea generation process
Jon Puleston, GMI Interac2ve, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 9:58am to 10:22am (GMT/London)
The challenge of creative thinking in online research
• Harder – Its not just a question of engagement, it is also an
issue of how to unlock creative thinking processes – Most existing idea generation techniques are heavily
reliant on a moderator to implement them effectively – The difficulty of implementing these techniques often
boils down to the limitations of existing survey technology
Jon Puleston, GMI Interac2ve, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 9:58am to 10:22am (GMT/London)
So how did we tackle this? • Firstly we examined all the common idea
generation/lateral thinking techniques out there (well as best as we could, there are lots!)
• Looked at which ones could be best adapted to the online survey environment
• Set up a series of experiments involving a variety of creative tasks where we tested out each technique
• Tried to measure and calibrate the volume and quality of ideas each generated
Jon Puleston, GMI Interac2ve, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 9:58am to 10:22am (GMT/London)
We are only partly through these experiments
Jon Puleston, GMI Interac2ve, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 9:58am to 10:22am (GMT/London)
What we have experimented with
so far...
Jon Puleston, GMI Interac2ve, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 9:58am to 10:22am (GMT/London)
Stage 1: Ice breaking
• Critical part of the idea generation process is getting people in the right frame of mind
• Techniques tested so far: 1. Writing short film summaries 2. Writing lines of limericks 3. 10 seconds to think up names game 4. Silly uses for..
• What we have measured: – How many respondents joined in – How much they enjoyed it – How it helped stimulate ideas later on
Jon Puleston, GMI Interac2ve, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 9:58am to 10:22am (GMT/London)
Example: Silly uses
Jon Puleston, GMI Interac2ve, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 9:58am to 10:22am (GMT/London)
Impact
6 to 8 ideas But perhaps more importantly promotes more radical thinking.... e.g. Uses for a brick: a door stop, hammer, diving weight to Uses for a brick: Play catch with it, carry it around with you as your lucky talisman
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
100%
With Stimulus
Without
Very imaginative
Quite
Not very
Jon Puleston, GMI Interac2ve, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 9:58am to 10:22am (GMT/London)
Value of this technique
• Sends a message that this is not a normal survey – By showing how far we are prepared to go, underlines
that we are taking this seriously ourselves – Breaks down the rules of conventional surveying
Jon Puleston, GMI Interac2ve, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 9:58am to 10:22am (GMT/London)
Stage 2: Working on the briefing process
Jon Puleston, GMI Interac2ve, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 9:58am to 10:22am (GMT/London)
What if...
• Instead of 10% intro and 90% questions • 90% intro and 10% questions
Jon Puleston, GMI Interac2ve, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 9:58am to 10:22am (GMT/London)
Case study: king of shaves
• 10 minute briefing process • Explaining the basic
techniques of advertising development
• Then ask respondents to have a go
Jon Puleston, GMI Interac2ve, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 9:58am to 10:22am (GMT/London)
Jon Puleston, GMI Interac2ve, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 9:58am to 10:22am (GMT/London)
King of shaves results
• 250 respondents generated over 1,200 ideas between them
• 8 of the brand proposition statements outscored the agencies & 3 of the ad treatments
• 87% cross participated in 2 follow up surveys to evaluate the ideas
Jon Puleston, GMI Interac2ve, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 9:58am to 10:22am (GMT/London)
1. Perfectly in tune with your face 2. A new angle on shaving 3. Flexible smooth shaving 4. A good shave hinges on design 5. A smooth clean shave 6. Lightweight. precise. flexible. 7. Flex and flow 8. Flexible close shave 9. Better because it bends 10. No slaving over shaving
Top 10 brand proposition statements
Agency suggestion
Jon Puleston, GMI Interac2ve, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 9:58am to 10:22am (GMT/London)
Stage 3: Exploring specific Idea stimulation techniques... • Techniques tested so far:
1. Thinking rooms 2. Idea for an idea 3. Thinking through the minds of 4. Random idea slot machine
• What we have measured: – The volume and quality of ideas each technique generated
Jon Puleston, GMI Interac2ve, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 9:58am to 10:22am (GMT/London)
Thinking rooms • Technique often used by moderators is to
guide people to think about things in different ways
• Online Methodology: – An adapted approach using a set of freeform
rooms that people can explore – Each room tackles the issue from a different
perspective – A more free form less guided approach – they
choose what room to enter each time – More like a game experience for respondents
Jon Puleston, GMI Interac2ve, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 9:58am to 10:22am (GMT/London)
Idea stimulation: Thinking rooms
Jon Puleston, GMI Interac2ve, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 9:58am to 10:22am (GMT/London)
Improvements in volume of ideas
0.7 to 6.9 ice cream names
Jon Puleston, GMI Interac2ve, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 9:58am to 10:22am (GMT/London)
Delivers richer and more creative ideas too...
Ask people to pick favourites and 7 of the top 10 came from this process
Jon Puleston, GMI Interac2ve, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 9:58am to 10:22am (GMT/London)
Idea for an idea • At the heart of any brain storming process are ideas
that feed the generation of other ideas • Online Methodology: – A more serious version of the silly uses technique – You come up with an idea, we then show you another
idea from someone else and then ask you to try and come up with more ideas, loop through stimulus until respondents get bored
– Technical requirements are fairly basic - a random looping process feeding the seed ideas
Jon Puleston, GMI Interac2ve, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 9:58am to 10:22am (GMT/London)
Idea for an idea...
Jon Puleston, GMI Interac2ve, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 9:58am to 10:22am (GMT/London)
Improvements in volume of ideas
6 to 18
Jon Puleston, GMI Interac2ve, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 9:58am to 10:22am (GMT/London)
Thinking through the mind of...
• A projective thinking technique
• Methodology: – Respondents are asked to think through the minds of
different people/brands – Each respondent gets a random stimulus
Jon Puleston, GMI Interac2ve, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 9:58am to 10:22am (GMT/London)
Jon Puleston, GMI Interac2ve, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 9:58am to 10:22am (GMT/London)
Impact
1 or 2 thoughts increased to 10 to 20
Jon Puleston, GMI Interac2ve, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 9:58am to 10:22am (GMT/London)
What we have learnt so far?
Jon Puleston, GMI Interac2ve, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 9:58am to 10:22am (GMT/London)
All these techniques work
Jon Puleston, GMI Interac2ve, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 9:58am to 10:22am (GMT/London)
Highlights how powerful some ideas are at stimulating ideas v others...
Jon Puleston, GMI Interac2ve, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 9:58am to 10:22am (GMT/London)
Great ideas can unlock other great ideas
Jon Puleston, GMI Interac2ve, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 9:58am to 10:22am (GMT/London)
Good ideas act as Sparkplugs
Jon Puleston, GMI Interac2ve, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 9:58am to 10:22am (GMT/London)
Idea Generating Enzymes Our quest is to idenIfy the best...
Jon Puleston, GMI Interac2ve, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 9:58am to 10:22am (GMT/London)
Strength of these techniques in an online environment
• Each respondent can be seeded with a unique random set of thoughts
• A self levelling technique for each individual respondents attention span – If the idea does not trigger an idea they just click “next” – If they get bored doing it they can give up
• Using iterative sample you can edit and refine the stimulation material as new ideas get generated
• Easily adaptable to any thinking task • A no brainer in terms of how effective they are
Jon Puleston, GMI Interac2ve, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 9:58am to 10:22am (GMT/London)
What it has highlighted though is...
• The seeding ideas have critical impact of steering the process in the direction you wish to take it
• A certain amount of creative thought is needed to get the ball rolling