Research Roundup: Gaming Surveys
Posted by Vovici Blog on Sat, Apr 30, 2011
Of the 671 links shared on the Twitter #MRX community this week, here are 5 of the most retweeted links:
- Tying Compensation to Customer Satisfaction: A Slippery Slope – Marty Murk with CMB describes how, after purchasing a new car, he was called by the dealer no less than 17 (!) times. Each time, the dealer left a voice mail message encouraging him to rate them the highest on every measure of the customer-satisfaction survey the carmaker was sending him. (To see how widespread the problem of gaming surveys is, check out my post Survey Compensation for Employees Gone Awry.)
- An extra life for online surveys - From gaming surveys, we move to gamifying surveys: Brian Tarran’s cover story in the April issue of Research magazine discusses the results of market-research experimentation with gameplay mechanics.
- Gamification in market research – Elias Veris of InSites Consulting shares the following thorough presentation on research games:
- Are You Prepared For the Intelligent Enterprise? – Tamara Barber of Forrester discusses the partnering and merging of two different disciplines – market research and customer intelligence (e.g., database marketing) – within large organizations. Traditionally, MR departments have organized outside resources to learn about customers (from syndicated studies to custom research projects) while CI departments have leveraged transactional databases of behavior. What happens when the two roles collaborate?
- ESOMAR and CASRO give conditional support to do-not-track proposals - ESOMAR and CASRO submitted a position paper to the Worldwide Web Consortium (W3C) arguing that market research trackers should be excluded from the same regulation affecting advertising trackers of online behavior.
Of all the links shared on the Twitter #MRX community this week, the most tweeted, by far (with 82 occurrences), was of Mr. X, a mystery spokesman of the Pasaraya department store in Jakarta, who gives cash to shoppers (no relation to Mr. X, the time-traveling market researcher).
Which just goes to show that you can never be sure what is going to come up in that social media query you’re analyzing.