Kantar's Profiles Blog

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.

A version of this post appeared on research-live.com on August 31, 2012

Within the online panel and sampling industry, there has been a lot of debate and discussion on the topic of routers. But the fact is, the vast majority of market research buyers don’t know much, if anything, about routers, and don’t fully understand the impact different routing processes can have on their data. Unfortunately, too often they mistake filled quotas as representative sample, which is clearly folly given the results of the ARF Foundations of Quality research in 2009 and many other research on research initiatives examining respondent sources and routing.

Martin Filz is the Managing Director for GMI EMEA.