Market research plays a crucial role in managing successful businesses. Quite often, these research methods are continually evolving with emerging trends and technologies. One such concept that’s gaining popularity involves gamification. If you’re wondering how gamification might contribute to market research, this article will set the foundation for understanding its potential benefits.
What is Gamification?
Gamification refers to the application of game-play elements in non-game settings, such as market research, to make these activities more engaging and enjoyable. These elements include rewards, leaderboards, points, badges and competition, among others.
The Intersection of Gamification and Market Research
There are a multitude of ways to incorporate gamification into market research. Let’s explore a few of these:
1. Surveys
Transforming mundane surveys into interactive and engaging experiences can dramatically increase responses and the overall quality of data collected. Gamified surveys use tactics such as quizzes or rewards, transforming a conventional process into a more engaging activity.
2. Focus Groups
Virtual or physical focus groups can be gamified by incorporating competitions, where participants compete to provide the most useful insights. Participants could be rewarded with points, escalating tiers, or other game-like elements, adding a fun element to the process.
3. Crowdsourcing
Gamification can also be used in a crowdsourcing context, where consumers provide ideas or feedback on new products or services. Participants who provide exceptional insights can be rewarded with recognitions or other benefits.
Benefits of Gamifying Market Research
Effortlessly blending fun with serious data collection reaps several benefits:
- Improved Data Quality: Participants engaged in a game-like environment are more likely to provide genuine responses, which improves the quality of data collected.
- Increased Participation: The playful and competitive nature of gamification encourages wider participation.
- Real-time Insights: Gamification allows for real-time data collection and analysis, which can help businesses swiftly react to trends.
- Better User Engagement: The interactive nature of gamified market research fosters a deeper level of engagement with participants.
Real-World Examples:
Let’s delve into some real-life examples of companies that have successfully employed gamification in their market research:
1. P&G
P&G has been at the forefront among corporations using gamification to get insight into consumer behavior. They deployed an online game called “Thinking World” where participants played the role of a space commander who had to accomplish missions. While seemingly unrelated to P&G’s products, the game accrued valuable data on decision-making processes, risk factors, and preferences, which P&G used for product strategies.
2. Domino’s Pizza
Domino’s Pizza’s success story with gamification came from the launch of their mobile game “Domino’s Pizza Hero”. This game permitted users to create their own virtual pizza, learning about available options and combinations as they went. Not only did it serve as a fun activity for users, the app offered a ‘Make an Order’ option, helping Domino’s to increase sales and gather data about customer preferences.
3. Duolingo
Duolingo adapts gamification to incentivize learning a new language. Users can earn ‘lingots’ (the platform’s currency), unlock levels, and compete in leaderboards. While the primary aim is to hold users’ interest in learning, Duolingo also collects valuable data about users’ learning habits, speed, and recall patterns which feed into improving their product offering.
4. Google
Google leveraged gamification to improve its Maps tool. With the Google Maps game, users could voluntarily correct and verify geographical data, and as they earned points and moved up levels, players were excited to see their contributions reflected on the actual map application.
Wrapping Up
These examples demonstrate how gamification is no longer just a tool for user engagement, but a highly effective means to collect valuable market research data. The fusion of fun with serious customer insights not only aids businesses in improving their products and services, but also promises a more engaged, interactive, and insightful connection with their customer base. It’s evident that gamification carries the potential to push market research into a new era, promising exciting avenues for businesses in the future.
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