I had this idea, recently, that there is an aspect to gaming that could be used to turn a substantial profit for a market research organization. Traditionally, market research has found it very difficult to reach the younger target groups, typically between the ages of 14-21. As such, the value of market research for this demographic is very high. Part of the problem is the appeal of participating is very low and any compensation designed to offset this also offsets the value of the information thus obtained. A potential solution, as I see it, could lie in the popularity of network gaming. In some respects, the construct I am about to outline might sound quite fanciful, nevertheless, to my understanding it is also entirely pheasible. The essence of the solution lies in encouraging regular gamers to complete market research for the purpose of participating in an online game, wherein the information they have priviledges their activity in some way. A number of possible designs could achieve the desired end of information crucial gaming. For example, and perhaps not ironically, gamers could participate in a competition with the borg (of Star Trek fame). Participants would battle to defeat the borg, perhaps for bonuses such as extra game-time, power-ups or even ultimately real-world prizes. The borg, by contrast, would attempt to "assimilate" players, by capturing information from the gamer''s database or successfully "assimilating" them as a whole. The foremost issue in the implementation of such a system would be the security and valid transaction of information within the construct of the game. Firstly, the player would need to be assured in some manner that the information would not be acquired without proper consent via the game''s parameters. One solution may simply be to place trust in the player. At the appropriate time, the game-system would request that the player enter their private diskette of information into the machine they are on. Conversely, the collective database at the other end would need a way to ensure that data collected was authentic. This presents more complex issues that could be dealt with elsewhere, but with regard to the actual transmission of information, any person failing to transmit would simply be locked out of further game sessions. I hope this has been of some interest. Though I am without the resources to see this come to light myself (development and maintenence would be far too organizational complex for a humble student such as myself), I would certainly like to hear people''s thoughts on the concept.

I''m not sure that I even understand what you''re talking about. Are you talking about a ''game'' where the players end up giving personal information when they lose?

I am a little tired, so that might be why I can''t find the main point in your post. Could you clarify what you mean a little bit?

Thanks!

Landfish you schmuck, if you want to pull smarts like that then shut your flabbin mouth and get lost. Don't make me lessen my opinion of you, all you'll do is make me angry for bothering to post.

Jaxson, thank you for your concise summary.

Now, before I go on, I should probably apologize for rendering the description above in a (perhaps too) cynical light. The truth of the matter is that market research, like any research, can be used for good or evil. For example, a beer company can use customer psychological profiles to alleviate drinking problems to protect its market in the longer term or exacerbate drinking problems for the sake of sales. Thankfully, in the one such case I have been aware of, it was reported that the company did act in an ethically responsible manner.

Personally, I would hope information obtained through MR could be used just as fruitfully for improving council management as it could for optimizing advertising targets. We should not forget that democracy would fail miserably without a self awareness of its population. The point is foremost to find ways of making useful information available.

Regarding the information collected, in most consumer-based cases this is entirely harmless: hours spent watching television, favourite magazines, attitude to new products, etc. One's life at the supermarket is hardly the be-all and end-all of one's true identity (as if that could be communicated anyway!). Furthermore, in the market research I am familiar with, information is treated as entirely anonymous and is subsequently compiled for statistical purposes only. Reluctance to participate in this sort of research usually stems from the playoff between the time involved in detailing the information and the payoff for doing so.

I do realise, however, that MR is not always conducted such a detached manner and instead, often takes more aggressive forms. For example, certain types of MR devote themselves to creating mailing lists that can later be abused for advertising purposes. Clearly, this is undesireable. Nevertheless, should potential participants not like the information agreement, they are certainly not obligated to play. Since the point is to attract people to the prospect of making useful information available for tangible rewards, it seems to me unlikely that any aggressive MR strategy would succeed (conditions are certainly good in Europe, since citizens continue to hold rights over databases refering to them).

Lastly, in response to DavidMR's point about the quality of volunteered information, there are a number of factors which would ensure quality was obtained. Foremost would be the sheer volume of comparable records, which in concert render discrepencies negligible. There are many methods in statistical analysis and profiling that can be used to identify/eliminate damaged sources. In any case, filling out forms of any length becomes more time consuming the more creative one gets; since honest responses are most readily available, people are more likely to rely on them than waste time making things up. This fact becomes more pertinent the more regularly the task is required (for repeat plays, or such).

PS. I think your suggestion that the two could coincide is accurate, but the question advertising in games might be more suited to another post - it spurs a whole set of separate issues all of its own.

Edited by - XAndNotX on October 15, 2000 4:26:14 PM

If it was a good game that didn''t cost you anything, but a couple of forms every so often, I''d go for it. Better yet, if I had a chance of winning clothing discounts or other free games or something, I''d be itching for a shot. Best of all, if I could get online with my buddies to compete for major prizes, I''d be stoked.

I know I''ve presented the concept dryly, I was more interested in the internal issues than the candy that would get the show rolling. But, since it seems I have turn this into a sales pitch, I should think the above would make the appeal clear.

Creating a videogame to get info from the players... What you''re saying is that it could be a "potential business" to spend a millon dollars in making a videogame to get information from young people instead of paying a thouthand dollars to someone to ask questions in the street... I really don''t know why but somehow I''ve got a strange feeling that it wouldn''t be such a great business. But don''t let that stop you. Just an advice and please don''t take this the wrong way, before taking any important decision just try some lithium, the standard amount of 300mg of lithium carbonate every 12hs costs less than a dollar per day.