Gamification commonly employs game design elements to improve user participation and engagement. Gamification research techniques are intended to leverage people's natural desires for socialising, learning, mastery, competition, achievement, status, and self-expression. Market research has deployed gamification methods and approaches in both quantitative and qualitative research, rewarding participants who accomplish desired tasks or competition to engage players. Gamified research can be useful for enhancing online community engagement as well as real-time research.

Definition

Gamification as a research method is the process of making questions more 'game-like' and making them more engaging to the respondent which can enhance user engagement.

Key insights

1. Gamification can help combat declining response rates and poor data quality

Gamification of the survey experience has been employed by researchers to varying degrees in order to tackle the industry issue of declining response rates and low survey engagement. From experimenting with survey design for a low-engagement category on printer ink, it was found that visualised surveys with timed tasks, yielded better quality data, with more valid answers than 'don't know' answers. Also rating scales switched from grid-style formats to sliding-scale emoji formats lead to higher standard deviation, thus providing better data accuracy. The research also found that the gamified survey version led to higher levels of participant enjoyment in more 'burnt out' markets, as well as over-researched categories.