Let's go game!: Borders of advantages and gains for gamification compared to in-depth-interviews
Participating in market research is an opportunity for learning and finding new meanings, both for clients and respondents, especially if the study is guided by a qualitative approach, in which reflection is encouraged.
However, the days when market research surprised respondents and charmed them as a chance to express their preferences and opinions are long gone. Increasingly widespread, popular and well-known by all portions of the population, today's research gives participants an ambiguous experience: on the one hand, many respondents feel confident, once they know the environment and its codes. On the other hand, they are held hostage by standardized and ready-made answers. This growing lack of interest is caused precisely because of this predictability.