Gamification in Market Research

This chapter presents an overview of gamification in the domain of market research, with a specific focus on digital data collection methods, such as online surveys. The problems faced by the market research industry are outlined, followed by a discussion of why gamification has been offered as a possible way to overcome some of these challenges. The literature on gamification is reviewed, with a focus on results from empirical studies investigating the impact of gamification on outcome variables such as data quality and respondent engagement. Finally, the authors present results from an original study conducted in 2013, comparing differences between a conventional (text-dominant) survey and a gamified version of the same survey.