Gaming and research: Make it a game

Deborah Sleep
Engage Research

Engage Research and GMI have investigated how gaming techniques can improve the quality and feedback of online research.

The continued influence of the internet over most areas of life is the primary driver behind the explosion in the use of online surveys by marketers and market research companies in recent years. The attractions are obvious. Online surveys can be conducted more cost effectively than printed, telephone or face to face activity and because of the nature of the medium, feedback can often be delivered within much shorter time frames. But the downside is that a failure to construct the survey effectively risks not engaging with the respondent. We know from previous work that there can be major implications for data quality from respondents losing interest, which in turn has a knock-on effect on the quality of the insights that can be delivered to the brand's marketing team. How to optimise respondent engagement has become much sought after.