Gamifying market research works: the proof is in the data
Making surveys more fun has become an increasingly popular way to encourage customer feedback in recent years for one simple reason — it works! It’s only logical that you might attract more respondents by employing a more engaging approach to your marketing research. But that logic is backed up by real numbers and real results. Take a look at the data to see how and why gamifying market research is real, and is becoming a major market research tool.
Taking up the challenge
Gamified market research surveys can be as simple or elaborate as you want to make them, as long as they are fun and interesting for participants. Simply changing the phrasing of the question to pose a direct challenge can yield astonishing results. For example, one study found that merely asking participants to describe themselves produced 2.4 descriptors (on average) with a response rate of 85 percent. Those numbers jumped to 4.5 descriptors and a 98 percent response rate when participants were instructed to use exactly seven words.
Is everybody happy?
Enjoyment is a much more important factor in marketing research surveys than many people realize. A repetitive survey, such as a MaxDiff exercise, may suffer from depressed response and completion rates. By boosting the fun factor, however, a gamified version of a MaxDiff exercise can yield more completed surveys from a larger pool of interested participants — with no sacrifice in data quality.
One study in particular highlighted the power of enhanced enjoyment by A/B testing a MaxDiff card game alongside a standard MaxDiff exercise. A direct comparison of the answers from both groups showed that the card game exercise produced data that correlated extremely closely to that of the traditional exercise — an impressive correlation coefficient of .974, largely irrespective of age group, country, or gender.
As you might expect, the enjoyment factor was significantly higher among the “players” of the MaxDiff card game. In this respect, the demographic segments displayed a little more difference in their reactions, with females and younger participants registering a slightly higher degree of enjoyment than the rest of the study group. The card game group was also significantly more satisfied with the perceived length of the exercise than the length of their traditional counterparts.
Gamifying Market Research
Greater enjoyment, satisfaction, and engagement lead to better quality market research data, larger sample sizes, and consistent data quality. The numbers support what more and more organizations are discovering on their own — Gamification is the way to go. To see what all the shouting is about, register now to create your own research game for free!