ARTICLE: Gamification in market research

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September 01, 2016

by Gareth Pritchard


Pippa Bailey, Innovation Director at MMR, and Gareth Pritchard, Senior Statistician at MMR, conducted a joint research-on-research study with Oxford Brookes University to understand the role of online research gamification in participant engagement, richness of data and data validity.

Summary:

Online capabilities have transformed the face of market research over the past decade. 

However, there remain a number of problems around consumer engagement and poor completion rates of online research.

It is critical that with online research; mobile, laptop, PC or tablet, that consumer interest and engagement is kept up. This is where gamification can be introduced. 

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In the context of market research, gamification can be described as the use of gameplay mechanics to online market research tools to make the interactive experience more enjoyable.

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