Uncover Real Life Behavior Through Games


06 Jun Uncover Real Life Behavior Through Games

Realizing that gamification is one interesting way to get through the people’s minds, we conduct a study titled “Taking Play Seriously. Changing Rules in the Changing World.” that brought us to speak in the ESOMAR Asia Pacific Conference for the third time in the last three years. Took place in Tokyo last 18-19 May, our Research Manager Monica Cravenetya together with Lee Ryan presented their findings on Gamification Research.

Research has much to learn from games about how to get and keep attention. In a world where it is harder to get and keep someone’s attention, the cost of getting attention has risen faster than inflation. And yes, we have the data to back that up. The average human attention span has decreased from 12 seconds in 2000 to only 8 seconds in 2013.

Through gamification research that we did about Financial Planning, we found out that the benefits of using game are we can uncover real life behaviors, understand differences between genders, demonstrate social influence, and uncover news changing in terms of socio-cultural attitudes.

We received a very positive feedback both from the ESOMAR team and the conference’s participants. We are happy to participate and wishing to contribute more in the future.


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