Understand and apply the innovative approach of gamification to transform your online survey from ‘chore’ to ‘score’, for all involved.

Gamification, applied in the field of online market research, is a technique proven to maximise participant engagement, enjoyment, and data quality.

This means the research data is more reliable, and can help businesses make confident and better informed business decisions.

Gamification is also a uniquely powerful ‘online-qual’ approach that seamlessly blends quantitative research with a qualitative approach, and you too can learn to design context-driven surveys that bring participants closer to their emotional experiences with brands, products, and services. This is crucial in a world where research buyers demand to understand the ‘why’ behind the ‘what’.

In this workshop masterclass, created by the inventor of ResearchGames and author of ‘Games and Gamification in Market Research’ (the world’s first and only book on this subject, now published in three languages), Betty Adamou teaches the psychology and science behind gamification, and delivers a step-by-step design guide to transform one of your online survey projects into an engaging and objective-driven gamified questionnaire.

As the workshop companion to her book, delegates will also have the benefit of Betty’s ideas and consultancy during the day, and the storyboard design activity..

Delegates will also see real Research Game examples to understand the design processes that shaped the final outcomes.

If you need to ‘unboring’ your surveys, and ensure that you offer innovation with value-driven and future-proofed survey design, book your place for this deep-dive into gamification.

Learning outcomes/learning objectives

  • Understand what we mean by 'Serious Games' and 'Gamification’, in and outside of Market Research, and the science behind the engagement of games
  • Look at the benefits, opportunities, and drawbacks of using Game-based Market Research (GbRM)
  • See case-studies of both 'Serious Games' and 'Gamification' in Market Research – along with results and client and participant feedback
  • Learn how gamification can help reduce participant fatigue, button-mashing, and drop-offs while increasing response rates, data quality, and inspire participant loyalty.
  • A deep-dive in analyzing the semiotics, ethics, and gamification functionality in one of Betty Adamou’s ResearchGame storyboards for a Fortune 500 brand
  • Each attendee will be tasked to develop a Participant Profile where we unpack what we already know about the target research participants, in order to understand their value drivers, and design an engaging gamification approach that relates to them while relating harmoniously with the research content
  • Main design activity: Each attendee will be given a step-by-step design guide and time to storyboard their very own Research Game design. Therefore, we’d like each attendee to bring a genuine research project that they can work to.
  • Attendees will be asked to share their ideas, as we group evaluate and elevate our work collaboratively, creating a ‘gallery’ of designs.
  • Delegates will leave the workshop with a gamified-survey or Research Game design, which they can take into the next stages of development back in the office.

Who will benefit?

Delegates from any area of online market research can benefit from understanding game-based online survey techniques; from insight specialists and project managers through to survey script writers and survey software teams.

Learning method

Sharing case-studies and examples, with a main ‘design-your-own’ activity.

Course delivery mode

This workshop can be delivered online OR face-to-face.

Very important notes:

This workshop is focused on gamification design for online market research. ?While many survey software companies offer customization options in order to make your gamification idea come to life, this workshop is not focused on coding, software, or the technological aspects of programming a gamified survey.

While the facilitator will make every effort to answer queries regarding the technological aspect, please be aware that this workshop is focused on understanding gamification and the designing process. 

For delegates who are interested in gamification for qualitative research, please note that gamified surveys are largely considered ‘online qual’. While this may suit some qualitative researchers, we’re aware that others may wish to have a more specialized workshop (for example, to understand gamification in focus group or depth interview settings).

Please stay tuned for Betty Adamou’s ‘Gamification in Qualitative Research’ workshop masterclass, which is planned for the second half of 2022.

Betty Adamou is the inventor of ResearchGames™, Founder of Research Through Gaming, and author of ‘Games and Gamification in Market Research’ (Kogan Page, 2018), the first book on the subject, published in three languages.
Her 10+ years of research and design work is focused on creating engaging and data-driven games to solve commercial problems.
As an in-demand Gamification designer, workshop leader, keynote speaker, and consultant, Betty regularly works with a range of clients, from Fortune 500 brand to start-ups and charities, with her games played by 20,000+ people worldwide.
Betty has also gained several awards in recognition of her work, including NGMR Disruptive Innovation Award, Enfield Entrepreneur of the Year Award, Ginny Valentine Badge of Courage Award, and named 1 of 7 women shaping the future of market research. She has been interviewed globally to discuss her work, most notably on BBC radio.

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