How far is too far: Traditional, flash and gamification interfaces, and implications for the future of market research online survey design

Bernie Malinoff and Jon Puleston

This presentation takes a quantitative approach to investigating the role of how the various interfaces available to us (traditional, Flash and gamification) resonate with online panellists.

How far is too far: Traditional, flash and gamification interfaces, and implications for the future of market research online survey design

Bernie Malinoff and Jon Pulestonelement54 and GMI Interactive

INTRODUCTION

Purpose of this paper

Technology development and adoption is outpacing our understanding of how and when to optimize the use of different onscreen survey options. We are also witnessing an increasing “digital divide” between research firms based on their relative adoption of “traditional”, “flash/rich media” and now “gamification” question types.

As such, we continue to witness a paradigm shift in how technology is ahead of market research industry best...

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