Let's go game!: Borders of advantages and gains for gamification compared to in-depth-interviews

This paper addresses gamification versus the traditional qualitative approach. Gamification is normally associated with technological tools and there is little guidance on its use regarding face-to-face qualitative surveys.

Let's go game!: Borders of advantages and gains for gamification compared to in-depth-interviews

Fernando Akira Yagi, Luiz Marcelo Abate de Siqueira and Luzia Celeste Rodrigues

Introduction

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...

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