Gamifying non-game contexts has fast emerged as a new way of engag- ing respondents for richer information. However, its application in con- temporary marketing literature is sparse, with most qualitative (as well as some quantitative) studies remaining limited to conventional research techniques. Conventional qualitative exercises, like depth interviews, present a challenge for the maintenance of respondent interest and engagement, and this provides sufficient justification for the gamifica- tion of data collection methods. Following the rules of gamification in a typical non-game context, three disguised gamified depth interview exer- cises were devised and their efficacy compared with standard qualitative research tools. There were 20 participants in this study. Not only did the findings confirm my expectations based on the literature, but the data acquired was richer in the game version of interviews, and fatigue levels were relatively lower. The gamified in-depth interviews simulated some reality shows.
|Journal||Journal of Ethnographic & Qualitative Research|