Kantar's Profiles Blog

Part 2 in our series, So Many Variables, So Little Time: A practical guide to what to worry about when conducting multi-country studies

We are approaching the end of a particularly busy year, in which I had the honor of speaking at events on four continents about a topic that now appears to have become part of my identity: Gamification of research. In those sessions and in the GMI booth, I and my colleagues had dozens of discussions with people interested in the topic. Thinking back over those chats, we noticed that some questions came up repeatedly. So, I thought it would be helpful to provide this brief Q&A.

Those who know GMI know that we have dedicated a significant amount of time to studying creative survey techniques. We have done a lot of research on research, and found, as other researchers have, that gamification techniques have been shown to increase data quality by reducing dropout rates and effectively engaging survey respondents.