Gartner Research

Gamification in Market Research

Published: 26 February 2013

ID: G00341191

Analyst(s): Market Insights and Analytics Research Team


In an effort to both improve engagement and drive to deeper insight, many researchers are experimenting with gamification—adding game elements to studies and research activities. Gamification can take many forms, from restructuring traditional survey questions to building complex game environments for panelists to compete in. Researchers have found success using these techniques to help with both improving engagement and changing the context in which a respondent approaches a study or task.

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