In our never ending quest to bolster our KBB sector knowledge we recently attended Installer 2017 at Coventry's Ricoh Arena. It was a great opportunity to catch up with existing friends, meet new ones, as well as understand more about the future of the sector.
With the increased chat around gamification in market research, we were struck by how many exhibitors were using games to entice visitors to their stand. As you can see, Dave was suitably motivated, and despite the smile on the face of darting ace Steve Webster, Eureka! managed to strike a victory and win a Plumbase t-shirt. Other exhibitors were using mini golf and old school British board games to lure visitors to their stands, with a good degree of success.
The use of game based techniques in research have been bubbling about for some time now, without seemingly making it into the mainstream. Gamification goes much further than minor visual tinkerings, such as embedding simple imagery, colours or elaborate progress bars. Survey engagement is truly enhanced by designing research campaigns from the ground up with the aim of motivating participation through reward, points and peer-to-peer competition. Our experience suggests that this approach works particularly well at encouraging otherwise difficult-to-reach targets such as tradesmen to participate whilst they are on-the-go.
Eureka! is currently working on several ambitious studies in the KBB sector where we have embedded gamification cues into our research process. This includes adopting a non-linear modular approach to quantitative surveys and a visually-striking, interactive method to online qualitative work. To hear more about our developments in this area or to speak with us about our KBB knowledge, do get in touch.