Increasing survey engagement through gamification and the use of mobile devices

By Maree Ackehurst, Rose-Anne Polvere Other 9 May 2016 ISBN 978 1 925173 50 5


The quest to fully engage survey respondents, ensuring higher quality data and increased participation has become a priority for survey designers. This is especially in light of the reputation that online surveys are ‘dull’. Exploration of this subject has revealed an emerging trend: the ‘gamification’ of surveys. Gamification is thought to tap into a deeply entrenched human culture involving games and game playing, which therefore increases the engagement of survey respondents. Examining peer-reviewed and published literature, this paper discusses both gamification in web surveys as well as options for designing surveys for mobile devices.


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