Gamification in Market Research

The intervista SMS treasure hunt is a method that comes from the area of “gamification”, which is becoming ever more important in market research too. With this method the participants are asked to start a “treasure hunt” via SMS at the time of their choosing. They then receive tasks that they must complete in real life. The SMS treasure hunt is primarily suitable for questions that participants are supposed to answer when on the go and/or on their mobile phones, e.g. testing of an app or evaluation of points of sale. Whilst the participants complete a task or shortly after they have completed it, they complete (online and ideally on their mobile phones) a feedback questionnaire on this task. Using closed and open questions, the participants give direct and experience-based feedback, most importantly on pain points, excitement factors and possibilities for improvement.