GOODBYE OVER-RATIONALISATION, THE ABA GAME SHOW'S IN TOWN!

We’ve long recognised that gamification is capable of capturing richer, more reliable feedback from respondents. Recently we decided to go a step further and develop our ‘ABA Game Show’ concept – with the aim of getting beyond the inherent biases and over-rationalisation we know exist in traditional focus groups.

TAILORED TASKS TAP INTO SYSTEM 1 THINKING

Participants took part in a Cranium-inspired board game where landing on particular squares meant facing various types of challenges; each designed to tap into rapid, intuitive ‘System 1’ thinking – the mode in which most shopping actually takes place:

  • A ‘would you rather..?’ round explored loss aversion and the tension between risk and reward – teasing out, in an instinctive and telling way, what customers truly value

  • Our Scattegories-style game challenged the bandwagon effect by rewarding unique answers – encouraging the sharing of less obvious and less self-conscious responses

  • A Pictionary challenge found a way round the salience bias and explored the less high-profile aspects of a topic

  • ‘Chance’ cards added an extra layer of fun and, through creative, energising activities, revealed subconscious responses and judgements

NATURAL COMPETITIVENESS BEATS THE ‘SOCIAL DESIRABILITY’ EFFECT

In a traditional focus group it’s accepted there’s a certain amount of moderator bias, while the phenomenon of ‘social desirability’ can lead participants to respond in ways they believe will be judged more favourably by others. Games have the power to disrupt these behaviours. Our players loved taking part and, amid the fun and freneticism, they relaxed and really let themselves go – friendly competition building a true sense of team and reducing the temptation to just ‘say the right thing.’

APPLICATION, APPLICATION, APPLICATION

The analysis of habitual purchasing habits, and the exploration of sensitive topics benefit most from gamification’s capacity to limit over-rationalisation, engage respondents and break down barriers. Beyond this there’s a wealth of applications – for example, we’re getting ready to use it for sparking ideas in proposition development and complement other techniques in the complex process of customer-journey mapping.

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