Earlier this year, I wrote an article on the advantages of online surveys in terms of clients' benefits. Speed, easiness and value for money are the main pillars of online market research, but let’s not forget about its engaging potential.

By re-thinking the design of surveys and enhancing their interactive and visual potential, we can help respondents enjoy the experience more, and thus offer us more reliable insights. New research on online studies reveals how gaming techniques can be used to improve the quality of the feedback received in web-based surveys. This is gamification. By its common definition, gamification is the application of game elements and digital game design techniques to non-game problems, such as business and social impact challenges. In this context, the idea of gamified market research is a method of making survey questions more ‘game-like’. Examples include but are not limited to:

Setting competitive frameworks: adding rules to different questions such as asking respondents to answer in a specific number of words, or against the clock

Introducing projective techniques: building the questions in a more imaginative way – e.g. telling a story to a friend, imagining being a wizard/ magician

Providing a reward scheme: awarding points for certain responses or supplying instant feedback on the success of the answers

Improving design and adding more innovative elements: e.g. changing the mouse cursor into a “check” point, uploading photos/ videos instead of text-based questions, exercises based on associations between feelings and images

Leveraging online and social: incorporating the option to share results and/or participation via social media

In a nutshell, gamification is transforming market research by creating new ways to enhance respondents’ engagement in surveys, by leveraging their needs and motivations for confirmation, achievement and reward.

We are curious to find out your views on this topic. Feel free to comment on this blog post and let us know your thoughts.

Also, do not forget to stay connected to Questia Group and gain more insights into the key trends in market research.