Friday, June 21, 2013

The Gamification of Data

InfoCommerce Weekly Review
June 21, 2013

The Gamification of Data


I attended the Insight Innovation Conference this week - a conference where marketing research professionals gather to think about the future of their industry. A number of the sessions dealt with the topic of gamification.


Marketing research is really all about gathering data, and a lot of that data is gathered via surveys. And, not surprisingly, market researchers are finding it harder than ever to get people to participate in their surveys, finish the surveys even when they do participate, and supply trustworthy, high quality answers all the way through. It's a vexing problem, and it is one that is central to the future of this industry.


That's where gamification comes in. Some of the smartest minds in the research business think that by making surveys more fun and more engaging, they can not only improve response rates, but actually gather better quality data. And this has implications for all of us.


One particularly interesting presentation provided some fascinating "before and after" examples of boring "traditional" survey questions, and the same question after it had been "gamified." As significantly, he showed encouraging evidence that gamified surveys do in fact deliver more and better data.


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