Research does not invite participation

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Traditional research is not fun
Domino's PizzaHorst Streck shows a fun marketing example of gamification: making your own pizza via the Domino's Pizza app and then having it delivered. He also shows that invitations to participate in a survey can be made much more attractive by, for example, using an attractive and inspiring image with a 'button' to go to the questions. After the presentations by Horst Streck and Rutger Teunissen, chairman Tom de Ruyck of Insites Consulting concludes that traditional research is not fun. "No one wants to take your stupid survey" according to Tom. Why:

Respondents answer questions, there is little interaction
The questionnaires are not challenging and often have the same type of scales
Respondents do not see others participating
Often the questionnaire takes longer than expected and there is no reward and/or feedback at the end
From research to entertainment
Jon Puleston of GMI gave a mini workshop on how to convert market research into entertainment. Important points of attention are that as a market researcher you start thinking like an advertiser. Think of the following: make an attractive introduction, provide a goal to participate, provide challenge and playfulness in the questions and make the questions personal. According to Jon Puleston, standard grid and likert scales no longer work. He has researched that there is little differentiation when these scales are used. With scales with facial expressions, for example, you see much more differences in the response patterns.

paper airplaneThe participants of this afternoon uae phone data were asked to think in groups about an attractive gamification concept for an airline. The questions were how to approach passengers for this, what the opening question is and which alternative scale will be used. This resulted in surprising concepts such as a flight simulator with which you answer questions, answer scales with ascending and descending (crashing) airplanes and having customers answer via paper airplanes.

Games in MROCs
Tom de Ruyck shows that Insites Consulting uses gamification in MROCs (market research online communities). They use battles in the communities by having individuals or groups compete against each other. You can earn certain rewards for good ideas. Insites even uses the community members by having them help with the analysis of the research. The members play against each other in a game to get the best out of the analysis. Insites has found that by adding game elements, the members think along more and give 7x more 'on topic' answers.