The Effectiveness of Gamifi cation in the Online and Offline Qualitative Marketing Research
The Effectiveness of Gamifi cation in the Online and Offl ine Qualitative Marketing Research

Summary/Abstract: Gamified market research tools help to increase respondents’ engagement and obtain more indepthresults. Up till now the effects of gamification have been tested in the offl ine environment.The COVID-19 pandemic changed the world of the qualitative research and also triggered a needto replicate some previously presented effects. The article shows the results of two experimentsproving the eff ectiveness of gamifi ed approach to the qualitative advertisement and productconcept testing in an online environment. The experimental groups with a narrative context addedto a question regarding the fi rst impression after viewing an advertisement or reading a productconcept provided more elaborated answers to the open-ended questions than the control groupswith a standard task. What’s important, for the advertisement test the eff ect was signifi cant forboth online and offl ine conditions, whereas in the case of the product concept test only the onlinevariant proved the superiority of the gamified task.

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