Finalist
Decision Game – A New Way to Unveil Decision-making
Summary of work
Designing interventions that change behaviour require that we understand current drivers and barriers. Only then can we identify intervention strategies & programmes to achieve the change we seek.
Surveys are an important insight tool in this process. They promise access to rapid quant data to fuel driver/barrier analysis. However, traditional surveys have significant limitations. They are repetitive and can be subject to significant bias. So, getting meaningful insights through analysis of decision making can be challenging.
To tackle, we created Decision Game. It’s an innovative research tool. where HCP / patient candidates ‘choose their own adventure’ pathway through diagnosis and treatment decision making.
Decision Game uses gamification techniques to increase engagement & remove bias. Dynamic journeys, case immersion, rewards, behavioural questioning, all whilst being device responsive create a research methodology built to optimise analysis of the candidate.
Introducing research innovation to Pharma would not be easy. A stepwise approach to launch was needed. Behaviourally, having a successful pilot (modelling) would support client adoption, overcoming confidence barriers. We launched a prototype game to gather evidence as proof of concept. This included metrics on the scale and speed of participant engagement as well as on the quality of the insights and how actionable they were.
Judges’ comments
Frontera Group has applied a completely different method to something that is quite regimented, with clear evidence of innovation and an effective effort in applying gamification to in an area where it isn’t necessarily seen. The team demonstrated a clear and upfront understanding of the barriers and depth of the market.
