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August 18, 2016

Mobile Research and When to Gamify Surveys

We are living in an increasingly visual world in which we consume more information through pictures and videos.  We are asked to quickly point at something, like something, share something, and post something with a click or a push of a button or a swipe.

In an effort to develop questionnaires that mirror today’s visual mindset, Koski Research ran several experiments as part of our proprietary Engagement IQ survey.  We ran parallel versions of a survey: one that was “standard” and one that was more “gamified” and visual.  Both versions had a nationally representative sample of 1,000 online respondents.

Bottom line, we found our more game-oriented survey to be comparable to the traditional survey in terms of:

  • Interview length and response rate (7 minutes for the gamified and 6 minutes for the traditional)
  • Response rate
  • Respondents’ ease of taking the survey (74% rated the gamified survey as easy to take and 73% in the standard survey also rated the survey as easy to take).

In both versions, respondents were asked to rate their overall opinion of several brands. We compared a 5-point rating question to a “Tinder” binary, gamified question and found that:

  • The “tinder style heart” was closely related to the 3 to 5 ratings on the traditional scale
  • The “tinder style X” is relatively comparable to a 1 to 2 rating.

The data suggest that when the scores are more spread out in the 5-point scale, as is the case with Apple and Starbucks below, the gamified version with the binary “X” and “heart” will lead to more polarized differences.

The table below summarizes the  scores for overall opinion.corrected tableWhat should you use?

Although scale granularity is important, there are many cases when a visual, binary question is a better option:

  • For feedback that needs to mirror the online or social media experience of binary likes/dislikes
  • When an immediate “gut” (or heart) reaction to a brand or product is needed
  • For topics that lend themselves to visuals (consumer products and brands)
  • For shorter, more engaging surveys
  • For surveys that are primarily taken on mobile devices

In today’s evolving technological landscape, if you’re looking for new and innovative ways to capture consumer opinions, we’re here to help.  We’ll work alongside you to brainstorm innovative and relevant questionnaire approaches. For more information contact us at engage@koskiresearch.com

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