ASIA-PACIFIC: Researchers often use gamification techniques to improve user engagement and improve data quality, but research across Asia-Pacific shows they also need to consider how cultural differences can affect results.
Pippa Bailey, Gareth Pritchard and Hollie Kernohan, International Journal of Market Research, Vol. 57, No. 1, 2015, pp. 17-28
Research undertaken into the role of gamification in online surveys has already clearly demonstrated that applying some gamification principles can significantly increase the richness of spontaneous data and participant engagement, as well as the time that participants take to complete a survey.
David Ward, ANA Magazine, Fall 2014, pp. 43-54
This article demonstrates how gamification - applying elements of gaming to other activities, like marketing or work - can be used as an effective engagement and customer acquisition tool across a wide range of consumers.
Norbert Wirth and Susie Zeng, ESOMAR, Asia Pacific, Jakarta, May 2014
This paper details mobile research into the feelings and behaviours of consumers in 10 Asia Pacific markets: China, India, Taiwan, Singapore, Thailand, Malaysia, South Korea, Hong Kong, Japan and Australia.
Fernando Akira Yagi , Luiz Marcelo Abate de Siqueira and Luzia Celeste Rodrigues, ESOMAR, Qualitative, Valencia, November 2013
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.