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Using Gamification to Enhance Survey Design

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  • 0:03 Gamification & Surveys
  • 0:58 Ways to Engage
  • 2:39 Gamification Example
  • 3:40 Lesson Summary
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Lesson Transcript
Instructor: Lauren Riley

Lauren has taught college level organizational behavior and has a master's degree in Business Administration.

In this lesson, we define the term gamification and discuss ways in which it can be employed to enhance survey design. We will discuss tactics such as rewards, progress bars, and PBL solutions. Finally, we will look at an example of gamification in survey design.

Gamification & Surveys

Think about how many times just in the past week you have been asked to fill out a survey as a customer of one company or another. Even fast food restaurants like Taco Bell and McDonald's ask customers to complete surveys about their experiences after their meal. Customers are inundated with requests for information and voluntary participation in data collection. As a company, surveys can provide you with a wealth of information from your customers, as long as you know the right questions to ask and how to keep them engaged.

A great strategy to use for survey enhancement is gamification. Gamification is simply the act of applying elements of game playing to other activities in order to increase user engagement. By essentially making a survey fun, companies can cut through the noise and increase the quality and quantity of their survey responses. After all, if given the option, would you prefer to fill out a survey or play a game of Pac Man?

Ways to Engage

There are several ways in which to engage survey respondents using gamification. Perhaps one of the simplest tactics is to include a progress bar, which indicates a respondent's advancement throughout a survey. Research has shown that progress bars increase enjoyment and focus for survey respondents, specifically when the progress bar references the amount of time left until survey completion, rather than the number of questions left to respond to.

Avatars are another gamification tool to increase respondent engagement. Avatars are images which resemble a person and interact with the respondent, guiding them through the survey. This increases the interactivity of the survey and, depending on the complexity of the avatar, can help control the flow of the conversation and enrich responses.

Another gamification tactic is the use of a reward system, where respondents are given something tangible upon completion. This could include entry into a raffle for a prize drawing, a discount on their next purchase, or even monetary compensation. Unique rewards are especially strong incentives if they are well aligned with the potential respondent's interests and are easily accessible (such as an online gift card redemption or virtual currency).

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