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
element54 and GMI Interactive


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 practices. How should one choose a Traditional, Rich Media/Flash or Gamification online survey design? Should we take the shiniest ball in the bucket, or are there occasionally times when the ‘rusty’ ball is better to use?