Gamified Market Research: Increasing Respondents’ Engagement

Gamification is considered an important tool in the modern market research. It helps to understand the consumers’ motivations and obtain deeper data by creating more enjoyable conditions and increasing engagement in the research process. Elements of games are used both in the quantitative and qualitative research. Many studies in this field focus on the analysis of the dropout rate, completion rate or completion time in the surveys. This chapter presents a review of the research aimed at the analysis of different measure of the respondents’ engagement – their productivity. The results of the experiments in various fields of market research are coherent – the use of gamified tasks makes people write more – they give more elaborate answers. Such results have vast practical implications. This review could be used as a toolbox for market researchers who want to amplify the survey tasks as well as focus group experience and obtain more thorough data.