Open AccessThe Effectiveness of Gamifi cation in the Online and Offl ine Qualitative Marketing Research
Author(s) -
Michał Ścibor-Rylski,
AUTHOR_ID
Publication year - 2021
Publication title -
journal of marketing and consumer behaviour in emerging markets
Language(s) - English
Resource type - Journals
ISSN - 2449-6634
DOI - 10.7172/2449-6634.jmcbem.2021.2.4
Subject(s) - context (archaeology) , product (mathematics) , task (project management) , test (biology) , narrative , reading (process) , qualitative research , covid-19 , advertising , psychology , computer science , sociology , engineering , mathematics , political science , business , art , medicine , geography , social science , systems engineering , law , literature , pathology , biology , paleontology , geometry , disease , infectious disease (medical specialty) , archaeology
Gamified market research tools help to increase respondents’ engagement and obtain more in- depth results. Up till now the eff ects of gamifi cation have been tested in the offl ine environment. The COVID-19 pandemic changed the world of the qualitative research and also triggered a need to replicate some previously presented eff ects. The article shows the results of two experiments proving the eff ectiveness of gamifi ed approach to the qualitative advertisement and product concept testing in an online environment. The experimental groups with a narrative context added to a question regarding the fi rst impression after viewing an advertisement or reading a product concept provided more elaborated answers to the open-ended questions than the control groups with a standard task. What’s important, for the advertisement test the effect was significant for both online and offl ine conditions, whereas in the case of the product concept test only the online variant proved the superiority of the gamified task.