incentives

Gamification is Nothing New to Marketing Research

Gamification has historically played an important role in marketing research.  Researchers have known for a very long time that participation is rarely motivated by altruism or the simple joy of answering our questions, and that something more is needed to gain respondents’ attention and engage them throughout the research process.  In the old days, research outside the ivory towers of academia was not as wide spread and certainly not as familiar to the general public as it is today.  Back then researchers could find all types of “virgin” respondents – consumers, business people, non-profit stakeholders, employees – many of whom really did believe in the idea that their participation was contributing to a larger good, who rallied to the research industry’s cry “Your Opinion Makes A Difference,” and who actually enjoyed the research experience.  Indeed, it doesn’t Read Full Text