ARTICLE: Gamification in market research


September 01, 2016

by Gareth Pritchard

Pippa Bailey, Innovation Director at MMR, and Gareth Pritchard, Senior Statistician at MMR, conducted a joint research-on-research study with Oxford Brookes University to understand the role of online research gamification in participant engagement, richness of data and data validity.


Online capabilities have transformed the face of market research over the past decade. 

However, there remain a number of problems around consumer engagement and poor completion rates of online research.

It is critical that with online research; mobile, laptop, PC or tablet, that consumer interest and engagement is kept up. This is where gamification can be introduced. 


In the context of market research, gamification can be described as the use of gameplay mechanics to online market research tools to make the interactive experience more enjoyable.

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