Claims:We claim:
1. A method of gamification of an ethnographic research to identify drivers of decision marking of one or more participants, comprising
accessing, via a digital device, a gamification platform comprising a data collection component and a gamification component stored in a non-transitory computer-readable storage medium and executed by a processor;
presenting, via the gamification platform, one of a plurality of games chosen from the gamification component; and
receiving, via the data collection component, one or more responses of the participants inputting in response to the game,

2. The method of claim 1, wherein the gamification platform further comprises a data analysis component configured to analyze responses to generate charts.

3. The method of claim 2, wherein the gamification component comprises a connectome game.

4. The method of claim 3, wherein the connectome game comprises steps of
presenting a randomized game in which four words, each of the words from a list of words under each of four categories, are randomly given to the participants;
receiving a story written by each of more than one participants anonymously using the four words;
sending the story of each participant to other participants for rating;
receiving ratings of each story from the participants;
calculating, via the data analysis component, the ratings of each story to generate an accumulated rating; and
presenting the accumulated rating to the participants.

5. The method of claim 3, wherein the connectome game comprises steps of
presenting a chosen game which allows participants to choose one word from a list of words under each of four categories;
receiving a story written by each of more than one participants anonymously using the four words;
sending the story of each participant to other participants for rating;
receiving ratings of each story from the participants;
calculating, via the data analysis component, the ratings of each story to generate an accumulated rating; and
presenting the accumulated rating to the participants.

6. The method of claim 1, wherein the gamification component comprises a conundrum game.

7. The method of claim 6, wherein the conundrum game comprise steps of
a) presenting one of a plurality of scenarios to a participant, wherein each of the plurality of scenarios comprises a plurality of options;
b) requesting the participant to select one of the plurality of options;
c) receiving an input from the participant; and
d) repeating steps a)-c) until all of the plurality of scenarios have been presented to the participant.

8. The method of claim 1, wherein the gamification component comprises a game of life.

9. The method of claim 8, wherein the game of life comprises steps of
a) Presenting a digital dice for a participant to click to randomly select one of a plurality of situations
b) presenting one of the plurality of situations to the participant;
c) recording actions that the participant takes based on the situation presented to generate an input;
d) collecting, via the data collecting component, the input; and
e) repeating steps a)-d) until all the plurality of situations are presented to the participant.
, Description:METHODS AND SYSTEMS FOR IDENTIFYING DRIVERS OF HUMAN DECISION-MARKING AND BEHAVIOR BY GAMIFICATION

FIELD
[0001] The present disclosure relates generally to methods and systems for identifying drivers of human decision-marking and behavior through an online or offline gamification platform.

BACKGROUND ART
[0002] Behavior science is used to decode the underlying decision-making process for human behavior. To better understand behavior, it is important to understand the drivers of the decision-making process.
[0003] The existing ethnography research tools like surveys and interviews, depend on respondent’s ability to introspect and consciously provide responses. People are often good at explaining their decisions rationally in hindsight. However, most of the decisions are not made consciously. Decisions are driven to a large extent by emotions, heuristics, biases and other non-conscious processes.
[0004] From a research perspective, a particular challenge is the large gap between behavior and introspection-what we say is not what we do. For example, in a study conducted in Zambia, 1,000 mothers of new born boys across two public clinics were interviewed; 97% of the samples said they probably or definitely would circumcise their new born son, but only 11% of the samples brought their son back to the clinic to be circumcised. This clearly communicates a gap between what people say and what people do.
[0005] Social desirability bias is another challenge in decoding the underlying decision-making process for human behavior using existing ethnography research methods. Social desirability bias is a type of response bias that is the tendency of survey respondents to answer questions in a manner that will be viewed favorably by others. It can take the form of over-reporting “good behavior” or under-reporting “bad”, or undesirable behavior. The surveys and interviews often set an environment in which respondents feel fearful of being judged and respond accordingly. In such scenarios, respondents often give answers that are “correct” or are socially acceptable.
[0006] Respondent fatigue is a well-documented phenomenon that occurs when survey participants become tired of the survey task and the quality of the data they provide begins to deteriorate. It occurs when survey participants’ attention and motivation drop toward later sections of a questionnaire. The existing approach to research including surveys and interviews often fail in maintaining respondent’s attention and interest.
[0007] Additionally, the existing research methods like focused group discussions are conducted with a sample while they are out of their actual decision making context. In some studies, the context of the people recruited for research is not same as the research context. The conclusions drawn from these studies are therefore, only broadly informing the human behavior and does not take into account their social norms, mental models and other contextual factors. Similarly, the experimental research is conducted in the labs with recruitments from schools and discounts the contextual factors.
[0008] As is evident, there is still a great need for improved techniques and approaches for better decoding the underlying drivers of human decision-marking and behavior.

SUMMARY OF THE INVENTION
[0009] The instant disclosure describes various techniques and approaches to address the above-described limitations of existing ethnography research methods. The object of the present invention is to implement gamification concepts to better understand human behavior and decision-making processes.
[0010] Gamification is one approach that can be taken to create and enhance engagement of individuals and groups. Gamification refers to the application of game mechanics to engage users and to solve problems. The gamification element essentially motivates people to provide the real responses to helps researchers get to the bottom of how people actually behave – instead of how they say they would behave.
[0011] According to some embodiments of the invention, described is an approach to implement gamification for an online or offline methodology in ethnography. The present invention provides an environment through gamification to drive participation and engagement by respondents. The gamification approach collects data from respondents while they play games and working towards their goal of winning maximum rewards or winning the game from fellow respondents.
[0012] Some embodiments of the invention are directed to an approach to create a game-based platform in which the feeling of being judged for the respondents is removed. The platform uses elements like complete anonymity, deciding what another person would do/say and distracting respondent with rewards they could win. These elements help in creating a safer environment for the respondent to share details without feeling judged.
[0013] Some embodiments of the invention are directed to an approach to create a game-based platform that provides contextual factors at play for decision simulation. Such simulation helps in shifting the respondent from the cold state (or rational self) to the hot state (or the state in which emotions regulate behavior). The discussions during hot state have richer and more reliable data. The platform helps in contextualizing the respondent by creating an environment close to reality and then initiating discussions that are conducted in the hot state.
[0014] The present invention provides various game-based research techniques for different circumstances and research situations.
[0015] The connectome game is a game-based behavioral science research technique that eliminates personal filters by giving the respondents an opportunity to share their experiences anonymously through stories.
[0016] The conundrum game is a game-based behavioral sciences research technique that eliminates personal filters and captures responses representative of the emotions, mental models and biases underlying behavior.
[0017] The game of life is modeled on an age-old broad game that engages participants in several decisions related to money and budget management.
[0018] One embodiment provides a method of gamification of an ethnographic research to identify drivers of decision marking of one or more participants, comprising
accessing, via a digital device, a gamification platform comprising a data collection component and a gamification component stored in a non-transitory computer-readable storage medium and executed by a processor;
presenting, via the gamification platform, one of a plurality of games chosen from the gamification component; and
receiving, via the data collection component, one or more responses of the participants inputting in response to the game,
[0019] A further embodiment provides a gamification platform comprising a data collection component, a gamification component and a data analysis component. The gamification component includes, but is not limited to, a connectome game, a conundrum game and a game of life.
[0020] Another embodiment provides a connectome game comprises steps of
presenting a randomized game in which four words, each of the words from a list of words under each of four categories, are randomly given to the participants;
receiving a story written by each of more than one participants anonymously using the four words;
sending the story of each participant to other participants for rating;
receiving ratings of each story from the participants;
calculating, via the data analysis component, the ratings of each story to generate an accumulated rating; and
presenting the accumulated rating to the participants.
[0021] Another embodiment provides a connectome game comprises steps of
presenting a chosen game which allows participants to choose one word from a list of words under each of four categories;
receiving a story written by each of more than one participants anonymously using the four words;
sending the story of each participant to other participants for rating;
receiving ratings of each story from the participants;
calculating, via the data analysis component, the ratings of each story to generate an accumulated rating; and
presenting the accumulated rating to the participants.
[0022] Another embodiment provides a conundrum game comprises steps of
a) presenting one of a plurality of scenarios to a participant, wherein each of the plurality of scenarios comprises a plurality of options;
b) requesting the participant to select one of the plurality of options;
c) receiving an input from the participant; and
d) repeating steps a)-c) until all of the plurality of scenarios have been presented to the participant.
[0023] Another embodiment provides a game of life comprises steps of
a) presenting a digital dice for a participant to click to randomly select one of a plurality of situations
b) presenting one of the plurality of situations to the participant;
c) recording actions that the participant takes based on the situation presented to generate an input;
d) collecting, via the data collecting component, the input; and
e) repeating steps a)-d) until all the plurality of situations are presented to the participant.
[0024] Further details of aspects, objects, and advantages of the invention are described below in the detailed description, drawings, and claims. Both the foregoing general description and the following detailed description are exemplary and explanatory, and are not intended to be limiting as to the scope of the invention.

BRIEF DESCRIPTION OF THE DRAWINGS
[0025] The invention will be described in more detail below on the basis of one or more drawings, which illustrates exemplary embodiments.
[0026] FIG 1 illustrates a system for implementing gamification according to some embodiments of the invention.
[0027] FIG 2 illustrates a flowchart of an online connectome game.
[0028] FIG 3 illustrates a flowchart of an offline connectome game.
[0029] FIG 4A shows a physical format of the connectome game and is used on site at a venue. Fig 4B illustrates a digital format of the connectome game and can be played online through any digital workstation.
[0030] FIG 5 illustrates a flowchart of an online conundrum game.
[0031] FIG 6 illustrates a flowchart of an offline conundrum game.
[0032] FIG 7 illustrates an exemplary scenario with options in the conundrum game.
[0033] FIG 8 illustrates a flowchart of an online game of life.
[0034] FIGS 9A-9C illustrate some game features of the game of life.

DETAILED DESCRIPTION OF THE EMBODIMENTS
[0035] It should be understood that this invention is not limited to the particular methodology, protocols, and systems, etc., described herein and as such may vary. The terminology used herein is for the purpose of describing particular embodiments only and is not intended to limit the scope of the present invention, which is defined solely by the claims.
[0036] Unless defined otherwise, all technical and scientific terms used herein have the same meaning as commonly understood by one of ordinary skill in the art to which this disclosure belongs. Any publications mentioned herein are incorporated herein by reference for the purpose of describing and disclosing devices and methodologies that are described in the reference and which might be used in connection with this disclosure.
[0037] Note that as used in the present specification and in the appended claims, the singular forms “a,” “an,” and “the” include plural referents unless the context clearly dictates otherwise.
[0038] Where a range of values is provided, it is understood that each intervening value between the upper and lower limit of that range and any other stated or intervening value in that stated range is included as an embodiment of the disclosure. The upper and lower limits of these smaller ranges are also included as an embodiment of the disclosure, subject to any specifically excluded limit in the stated range. Where the stated range includes both the upper and lower limits, ranges excluding either of those included limits are also included as an embodiment of the disclosure.
[0039] The following description and the drawings sufficiently illustrate specific embodiments to enable those skilled in the art to practice them. Other embodiments may incorporate structural, logical, electrical, process, and other changes. Portions and features of some embodiments may be included in, or substituted for, those of other embodiments.
[0040] The present disclosure provides an approach to implement gamification for an online or offline research method in ethnography. As used herein, gamification refers to the application of game design principles and mechanics to research design.
[0041] FIG. 1 illustrates an exemplary system which may be employed in some embodiments of the invention to implement gamification. The system includes one or more respondents or participants at one or more user stations in an online format or at a venue in an offline format. The user station comprises any type of computing station that may be used to operate or interface with the online platform in the system. Examples of such user stations include workstations, personal computers, remote computing terminals, tablets, and smartphones. The user station comprises a display device, such as a display monitor, for displaying a user interface to users at the user station. The user station also comprises one or more input devices for the user to provide operational control over the activities of the system, such as a mouse, touchscreen, or keyboard to type texts or check options in a graphical user interface to generate user inputs.
[0042] The system operates in conjunction with one or more gamification platforms. A gamification platform comprises a data collection component, data analysis component and a gamification component. In an online format, the gamification platform comprises a set of webpages hosted on a computer-readable storage medium such as storage device or a server provided by cloud hosting provider and executed by a processor.
[0043] The data collection component is configured to collect respondent’s personal information as well as respondent’s inputs in response to a game. The data analysis component is configured to organize data by creating charts or pie charts that are helpful in understanding the data.
[0044] The gamification component comprises multiple game-based research techniques for different circumstances and research situations in which it is desirable to apply gamification concepts. For example, a ethnographic researcher may seek to use gamification concepts to improve the process of understanding underlying drivers of human decision making and behavior.
[0045] In some embodiments, the gamification component is configured to replicate the context in which the respondents live. The gamification component sets a decision simulation environment in which researchers can observe respondents making choices and taking decisions. This approach helps in avoiding dependence on respondent’s ability to articulate and communicate how the decision was made. It helps in capturing human’s conscious as well as non-conscious drivers that lead to the decision making. It also helps in understanding their motivators, barriers and mental models by observation as well as questioning.
[0046] In some embodiments, the gamification component is configured to build an environment which enables respondents to open up. The gamification component may include elements such as complete anonymity, answering for others and distracting them with the spirit of winning rewards to make the decision simulation environment free from the social desirability bias. Gamifying the environment helps overcoming the judgment of right and wrong by allowing for masking the topic of study with other relevant topics and at times distractions; reducing time of thinking; or eliminating needs to conform to opinions of other people.
[0047] While gamification creates a safe environment without perceived judgement, it also helps in reducing respondents’ fatigue. The gamification aspect allows for easier rapport building and the incentives reduce the fatigue associated with other methods. Gamification allows better immersion and engagement throughout.
[0048] Humans generally experience a hot-cold empathy gap. The “hot” and “cold” analogy illustrates the duality that resides in ourselves. The “cold” is the rational part of ourselves and the “hot” is the emotional part of ourselves. In some embodiments, the gamification component provides a close to reality game-like environment which shifts a respondent into a hot-state in which the respondent is making decision and instantly indulge in conversations post that. While a respondent is in the hot state, discussions with the respondents are better informed and based on emotions and other non-conscious drivers of decision making. Hot state discussions provide insights which are very close to the respondent’s actual decision making.
[0049] The gamification component comprises multiple game-based research techniques, including connectome game, conundrum game, and game of life.
[0050] Fig 2 illustrates a flowchart of the online version of the connectome game and Fig 3 illustrates a flowchart of the offline version of the connectome game. Connectome is a behavioral sciences inspired research technique that eliminates personal filters by giving the respondents an opportunity to share their experiences anonymously through stories.
[0051] As shown in Figs 4A-4B, the connectome game provides a set of 4-5 words to the participants. These words are from each of the following themes: People, Event, Positive emotions and Negative emotions. The participants are then asked to write a story using all/most of those words that could be relatable and important to the organization. Post submission, the stories are randomly rated by the participants and the story that earns the most points wins. The story content along with the rating data inclusive of comments from other participants is recorded as the data for drawing out insights. Fig 4A shows a physical format of the game and is used on site at a venue. Fig 4B illustrates a digital format of the game and can be played online through any digital work station.
[0052] Fig 5 illustrates a flowchart of the online version of the conundrum game and Fig 6 illustrates a flowchart of the offline version of the conundrum game. Conundrum game is a behavioral sciences inspired research technique that eliminates personal filters and captures responses representative of the emotions, mental models and biases underlying behaviors.
[0053] As shown in Fig 7, the game exposes participants to different audio-visual scenarios, with each scenario ending with a decision conundrum having multiple possible outcomes. Participants win points/money in each round of the game if their choice of decision outcomes matches the choice of the majority of people playing in the group or who have played the game in the past. The responses to the scenarios are recorded as data. The participants, who are in hot state after the exposure of scenarios, are then taken for hot-state discussion – either individually or in groups. These discussions are usually an extension of their responses to the scenarios.
[0054] The conundrum game allows embedding hypotheses from preliminary research into the games for groups and testing them. It presents participants with scenarios - relatable stories - and simulates game decisions with real life situations. This is useful, as the participants are already mentally in the relevant context and thus often more open to discuss sensitive issues. The results will provide an understanding of which internal and contextual drivers of decision-making and behavior are relevant to care taking and care seeking.
[0055] In some embodiments, the conundrum game takes a group of participants, immerses them in a relevant context and simulates the decision-making process. The game consists of short stories, contexts and characters which the participants can easily relate to. When a participant rolls a dice, he/she can get to a scenario, an activity or a story telling spot. A scenario is a story which has a question and options associated with it. Each option is a potential answer to the question which represents a trigger behind the characters’ action or an action itself in the given context.
[0056] There is an incentive mechanism in play and the participant is asked to choose an option within ten to fifteen seconds for good reasons. The decisions that subjects instinctively take during the game will reveal behavioral patterns: what they do in real life, not what they say or think they would do. Because the questions are not about the participant but someone else, so the participant does not feel like he/she needs to give a normative answer. In a very short span of time, participant’s responses are more descriptive of what the participant would do in the same situation.
[0057] The scenarios simulated in the game make talking about sensitive topics easier for participants. The game may get people to open up about things they would not otherwise talk about – sensitive topics such as sex, abortion and abuse. People often become more open about their own genuine stories in the in-depth conversations that follow the game.
[0058] FIG 8 illustrates a flowchart of the online version of the game of life. Game of life is modelled on an age-old broad game that engages participants in several decisions related to money and budget management.
[0059] As shown in FIGS 9A-9C, the game of life provides participants with several financial resources to use in the game to display their purchase preferences across categories like mortgages, regular and discretionary expenses. While at the same time managing their financial resources like salaries, credit and debit accounts. The game lends itself for introduction if various changes to features of credit products to understand how decision-making changes as context changes. The game is played individually either at a central location or online to display their purchase preferences and financial management. Game data along with the hot state conversation that ensues is used to analyze financial decisions making.
[0060] It is to be understood that the above described embodiments are merely illustrative of numerous and varied other embodiments which may constitute applications of the principles of the invention. Such other embodiments may be readily devised by those skilled in the art without departing from the spirit or scope of this invention and it is our intent they be deemed within the scope of our invention.