'To game or not to game: : an investigation of the impact of survey visualisation and gamification' - MRS 'Methodology in context', London, 26 November 2015

• Autores: Chrissie Wells
• Localización: International Journal of Market Research, ISSN-e 1470-7853, Vol. 58, Nº. 2, 2016
• Idioma: inglés
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• Resumen

  • The MRS Methodology in Context conference was designed to examine the genesis, practice and implications of methodologies that generate valuable consumer and citizen insight. This presentation describes a unique experiment on the impact of visualisation and gamification on a global survey about a low-engagement topic. There are real concerns about the representativeness of survey participants who are recruited from online panels and gamification is a potential method of transforming and revitalising the survey experience. This article explores why, when compelling evidence for the impact of more engaging surveys exists, the average survey has changed little in the past seven years.