• Corpus ID: 53387885

The effects of gamification on market research engagement and response

@inproceedings{KoenigLewis2013TheEO,
  title={The effects of gamification on market research engagement and response},
  author={Nicole Koenig-Lewis},
  year={2013}
}

• Nicole Koenig-Lewis
• Published 2013
• Business

Gamification” comprises a range of techniques to increase participants’ engagement in market research tasks. Although gamification is presumed to improve the volume and quality of responses, only a few studies have empirically tested this assumption. This study uses theories of engagement and makes a contribution by testing several techniques of gamification and investigates their effects on marketing research outcomes. Quantitative online quasi-experimental research was conducted and 670 usable responses received. Respondents were randomly assigned to either an experimental group which completed a survey that included various game mechanics or a control group which filled in a conventional questionnaire. The results indicate that whilst the use of game mechanics in an online survey helps to increase the volume of data collected and the time respondents spend answering questions, gamification has not contributed to increases in completion rate and had only little positive impact on enjoyment, a negative impact on perceived ease of use, and no influence on perceived control and concentration. Also, gamification led to data distortion. Thus it cannot be concluded that gamification helps to get respondents closer to a state of flow. These findings question whether the recent massive buzz around gamification is justified.