Wednesday, February 1, 2012

What can gameification do for market research?

Gameification is a strong ally for many industries, and one industry poised to benefit is market research.  In a recent interview with Rajat Paharia, of Bunchball at Research., he examines what it can do for the industry - not just enhance the experience users have while participating in market research, but possibly enhancing the sense of loyalty the participants have towards the brand presenting the options for research.

Accordign to Paharia, "When done correctly, gamification creates a stronger sense of loyalty with the brand, agency or company providing the application. Reward and prize-based incentives work, but if they aren’t automated and part of a system that someone can regularly return to, they won’t keep people engaged. In addition, if these achievements aren’t visible to the rest of the community, they might not be as compelling."

At The Market Research Technology Event, Jane McGonigal, Institute For The Future, will be on hand to present the keynote speech, "How Games can Empower you to GET Data" which will examine directly how market research could harness this powerful tool. For more information on Jane's speech and the rest of the program, download the brochure here.  And, as a reader of this blog, when you register to join us April 30-May 2, 2012, in Las Vegas, and mention code MRTECH12BLOG to save 15% off the standard rate!

What do you think about gameification for market research?  What benefits could it have for the industry?

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