Navigating the Grocery Store Aisle

The NMSU team included a short survey on the game webpage. We created the survey with Qualtrics software and used emojis our audiences could use to show their reactions to the game. The survey had nine questions: three emoji-based questions, three text entry questions and three multiple choice questions — one asking about the game’s length, one asking if the player is the primary grocery shopper, and one asking for the player’s age, to help us in understanding how different target demographics perceived the game. Google Analytics on the NMSU Unpeeled page collected data on engagement rates (time spent playing the game), and total

A word cloud showing the 50 words most frequently used in response to the question , ” What do you think about when you think about GMOs? ”

users. We collected traffic sources, basic demographics (country, state, and city/town), time of day that the game was played, and browser (desktop, mobile, tablet, operating system) through Google Analytics. Our goal was to learn what audiences thought about the game, including what they did and did not like. The game and survey took participants about 20 minutes to complete. Survey results from the beta testing showed that 92% of participants (n=103) found the game enjoyable, and 92% learned something new playing the game. The majority (85%) found the game easy to play, and 73% thought the game’s length was just right. Participant learning text entries showed that our game helped them understand the concepts we were trying to teach. These included that there are no GMO oranges; food marketing labels have different meanings; some crops have GMOs and others don’t; and DNA must be present for a crop to be a GMO.

We asked respondents what they think about when they think about GMOs. Text responses were compiled in a visual, and illustrate positive and negative sentiments.

The majority of our respondents were grocery shoppers. Only 9% of respondents said that they are never the primary grocery shopper for their household. The age ranges of our respondents included 12% in the 18-24 age group, 23% in the 25-40 age group, and 57% in the 41-64 age group. One

limitation of our survey was that we do not know how many of our respondents are parents of children. However, no respondents complained that the game was not appropriate for kids. Although children were not originally one of our target audiences, our team decided that the game prototype would appeal to this demographic.


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