The use of game elements to capture consumer's attention makes sense for business functions such as marketing or human resources. But market research can also use gamification to grab the attention of disengaged study respondents, and to dive for deeper consumer insights.
A recent survey of market research professionals found almost half are either using or evaluating gamification. The main hurdles to market researchers trying gamification are a lack of knowledge and insufficient proof that it works.
Using secondary research, Best Practices®, LLC created this short overview of how some pharmaceutical organizations are utilizing games to engage patients and uncover consumer insights.
Secondary research that included a review of websites utilizing gamification for the pharmaceutical sector.