Gamification in market research: Increasing enjoyment, participant engagement and richness of data, but what of data validity?

Research undertaken into the role of gamification in online surveys has already clearly demonstrated that applying some gamification principles can significantly increase the richness of spontaneous data and participant engagement, as well as the time that participants take to complete a survey.

Gamification in market research: Increasing enjoyment, participant engagement and richness of data, but what of data validity?

Pippa Bailey and Gareth Pritchard

MMR Research Worldwide Ltd

Hollie Kernohan

Oxford Brookes University

Introduction

The advent of online research has changed the face of market research considerably over the past ten years. This shift from face-to-face and telephone interviewing to online has brought huge advantages in terms of interacting with consumers (Couper et al.2001) and our ability as researchers to reach different consumer groups very quickly. It has also driven the development of many...

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