Gamification in survey research: do results support the evangelists by Lisa Weber-Raley and Kartik Pashupati #CASRO #MRX


Live blogging from Nashville. Any errors or bad jokes are my own.

– game mechanics include a back story, a game like aesthetic, rules for play and advancement, a challenge, rewards
– Gamification can be as simple as changing the way questions are worded [shout out to Jon Puleston : ]
– frame questions in way that makes responders WANT to answer them
– change a task into a game
– add an element of competition to a question such as putting a time limit
– “i engaged with a brand and all i got was this lousy badge” 🙂
– people don’t always think gamified is easier to read or answer, or quicker, or more fun, it’s a statistical different though not a substantive different
– should we trash gamification?
– greater survey engagement lies in dealing with the components of respondent burden. but creating a more enjoyable survey is still a worthwhile goal even if it doesn’t lead to all the claimed benefits
– did a survey on college experience, needed to develop a tool to build a tool for highschool students to choose a college, it’s not a genpop sample. it’s a sample that might be more inclined to gamification
– four survey types – standard, one with photo breaks, one with letter finding game throughout the survey, one with avatar
– not many differences between these four groups [did they all get the exact same words of questions?]
– photo break people may have actually used the photos to take a break
– picture break was more enjoyable for people
– there were no differences in data quality
[i wonder what would happen if the survey was actually gamified or the questions were worded differently]

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