Research and statistical analysis

Gamification can increase customer participation in typically unattractive sectors, such as market research and other data collection industries. While the internet has provided market researchers with a large pool of possible candidates from which to swiftly and conveniently collect data, poorly designed online surveys can reduce customer participation and, consequently, reduce the reliability of the data.

According to Engage Research, which just published a piece about its journey into gamification, this has “huge implications for data quality with a knock-on effect on the quality of the insights acquired.”

The organisation discovered, after testing a number of well-documented Gamification platform techniques, that it received “two or even three times as much input to the more interesting questions and consistently more time spent delivering replies.”

When Engage merely asked customers to define themselves, for instance, 85 percent of individuals responded with an average of 2.4 adjectives. However, when asked to define oneself in seven words, response rates increased to 98% and descriptors rose to 4.5.

In a business context, obtaining the maximum quantity of information from a 20,000-person workforce could determine whether a new company-wide policy is implemented or not. Only by guaranteeing the proper level of participation and attention to detail can organisations make the best decisions for their entire workforce.

Engage also discovered that a query such as “What feelings do you think people connect with this?” generated eight-second responses with a 50% ‘enjoyment rate’, demonstrating the importance of rewards to individuals. When respondents were informed that they would receive points for correct responses, their completion time decreased to 12 seconds and their satisfaction increased to 90%.

The results properly highlight how gamification tactics can motivate individuals to not only be more involved with the issue at hand – boosting their likelihood of providing well-reasoned, qualitative responses – but also provide more information about a certain topic.

Enhanced efficiency

Considering the enormous influence that gamification has on employee engagement, it is easy to envision how gamification may be implemented in the workplace, in areas such as employee performance management, training, and innovation.

Similar to its use in surveys, gamification could be included into a task-based project to encourage friendly rivalry among employees. While the laws of gaming will always dictate that one individual is “better” than another (perhaps having more points on a sales leader board, for instance), the sensation that employees are participating and giving value to something may be a strong enough emotion to motivate them to continue doing so.

“[Users] produce value. This is the vehicle you desire “According to computing.co.uk, Michael Wu, a principal scientist in analytics at brand advocacy agency Lithium, says.

When employees see how much value they’ve generated by engaging with one another and bringing up key business issues, “gamification becomes secondary and value becomes main,” according to Wu.

Ultimately, gamification opportunities may assist employees in being more productive and enhancing existing corporate processes.

LiveOps, a call-centre vendor with 20,000 independent call-centre contractors across the United States, claims that its gamification platform has reduced call times by 15%. Additionally, its sales have increased by eight to twelve percent among certain sales representatives.

Over sixty percent of the company’s agents willingly check-in to the community site, and ninety percent log on weekly to compete in new challenges and evaluate their own performance.

Overall, the corporation believes that the use of a gamified platform has resulted in a two percent boost in income.