How to increase engagement in market research studies?

With the seemingly never ending rise in influence of the internet, every business appears to be striving to attain feedback on its products and services. Online surveys carry a significant proportion of these requests, being far more cost effective than traditional mediums such as paper and telephone, but how can businesses cut through and encourage customers to provide feedback?

As a market research business we have vast experience in maximising return from a plethora of customer groups. Traditionally, this might be through focusing on some degree of survey personalisation, delivery schedule, device compatibility or extensive sample cleaning, but we are also introducing more ‘elements of gaming’ into some studies.

‘Gamification’ is the use of game mechanics in non-game contexts and we are seeing an increase in this approach in some market research studies. In a recent study we conducted on behalf of Bristan, we encouraged survey participation by introducing some gaming elements, most notably a carousel of question blocks allowing the participant to select the survey order, a points when prizes approach for each block completed and increased use of visual imagery to stimulate engagement. The result? A quite literally staggering response rate and an average interview duration significantly larger than any we have seen previously.

If you want to understand more about Gamification and what it might offer your business, get in touch.

Richard Mace, Associate Director, 0121 643 9090

This entry was tagged Gamefication and posted on May 1, 2015

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