Using Gamification to Learn About How People Spend Money
Special thanks to our partners, the London School of Economics and Science Museum (London)
Objective
Study a large and varied group of people of different ages,
Explore how choices about spending money are affected by things that are important in the real world, like how much you start off with, how regularly you get income, and how other people around you are spending their own money.
DEVELOPMENT AND DESIGN CHALLENGES
A toolkit that provides easy-to-use tools and a better understanding of how to identify and address behavioural barriers.
Expilab Research played a crucial role in the development of the "Applying Behavioural Science in IFAD projects" toolkit. The company's expertise was instrumental in shaping the content and format of the toolkit. The toolkit provides easy-to-use tools and a better understanding of how to identify and address behavioural barriers faced by policy beneficiaries and actors in IFAD's projects
Young audience attention
Manipulation of feelings
Economic utility concept
Avatar design to create a connection with the player
Monetary subdivisions
Providing feedback without signalling
Players with different decision-making timings
Designing an engaging environment for younger audience
Assignment of different endowments and signalling “poverty” or “richness”
Sequential matching for displaying and comparing feedback
Multiple-choice features for designing Avatars
Gold powder concept for expenditure
Rescaling utility and score function for unifying number dimensions
Neutral messaging to avoid priming
Methodology
Based on the conceptual frameworks from theories like “Life-cycle Consumption Plans” and “Positional Goods”,
The game allowed LSE’s research team to collect an extensive amount of behavioral data about player’s actions and choices. This innovative design allowed different possibilities:
Engaging and enjoyable (pre-tested) game to play for kids
Adaptation to mobile/tablets devices for field testing purposes
Decisions and choices tracing with millisecond precision
Random or fixed condition allocation
Integration of complex survey instrument/scales
Case Studies
... more case-studies are coming!
Using Gamification to Learn About How People Spend Money
Spending game is a research tool to study economic behavior of kids and adults through gamification. With the original idea coming from Dr. Heather Kappes from London School of Economics and Political Science (LSE), the spending game was co-designed and developed by LSE and Expilab.
Using Gamification to Learn About How People Spend Money
Spending game is a research tool to study economic behavior of kids and adults through gamification. With the original idea coming from Dr. Heather Kappes from London School of Economics and Political Science (LSE), the spending game was co-designed and developed by LSE and Expilab.
NHS Choices. Choosing a High Quality Hospital
A series of behavioural laboratory and field experiments exploring the impact of various behavioural nudges and, in general, of choice architecture on choices made by NHS patients and travellers were programmed and conducted using the Expilab web-platform. Decision process-tracing tools that allowed the collection of data about participants’ attention areas during the choice tasks were embedded into the design of the field experiments.
NHS Choices. Choosing a High Quality Hospital
A series of behavioural laboratory and field experiments exploring the impact of various behavioural nudges and, in general, of choice architecture on choices made by NHS patients and travellers were programmed and conducted using the Expilab web-platform. Decision process-tracing tools that allowed the collection of data about participants’ attention areas during the choice tasks were embedded into the design of the field experiments.
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Behavioural Experiments to Test CO2 Car Labelling: Shaping Vehicle Labelling Standards in the EU
Together with LSE, UOC, Tech4i2 and others, Expilab has co-delivered a project for the European Commission to improve consumer information and awareness about car ecological and CO2 labelling. The Expilab team has focused on co-design and execution of a set of online behavioural experiments across 10 EU countries involving 10,500+ participants. Behavioural experiments provided actionable insights for the design of effective consumer Eco CO2 labels capable of nudging citizens toward more sustainable transportation choices.
Our approach combines the power of Behavioural Science and Human-Centered Design to craft innovative products and experiences that resonate with what people truly want and need.
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