Low-Cost Gamification of Online Surveys: Improving the User Experience through Achievement Badges

Gamification of online surveys has been shown to be effective for improving user experience and data quality. However, the precise effects of isolated game elements is unknown and survey gamification requires a lot of effort. This work proposes the use of just a single game element as a novel low-cost approach. It presents evaluation results from a case study where an existing survey was gamified using the popular game element of achievement badges. Results show that the badges improved the user experience but did not influence the respondents' behavior. These benefits are similar to related work but have been achieved with a lower effort. In summary, the case study indicates our low-cost approach to be viable and efficient for survey gamification, and achievement badges to be well-suited for gamified online surveys.

[1]  Millicent M. Musyoka,et al.  Understanding Indoor Play in Deaf Children: An Analysis of Play Behaviors , 2015 .

[2]  J. Krosnick.  Response strategies for coping with the cognitive demands of attitude measures in surveys , 1991 .

[3]  K. Werbach,et al.  For the Win: How Game Thinking Can Revolutionize Your Business , 2012 .

[4]  Juho Hamari,et al.  Framework for Designing and Evaluating Game Achievements , 2011, DiGRA Conference.

[5]  Sharon Drew,et al.  Can't Play Won't Play: Simply Sizzling Ideas to get the Ball Rolling for Children with Dyspraxia , 2008 .

[6]  Jon Puleston.  Gamification of Market Research , 2013 .

[7]  Lennart E. Nacke,et al.  From game design elements to gamefulness: defining "gamification" , 2011, MindTrek.

[8]  Frederick G. Conrad,et al.  Speeding in Web Surveys: The tendency to answer very fast and its association with straightlining , 2014 .

[9]  Melinda Jacobs.  Gamification : Moving from ̒ Addition ̓to ʻ Creation ʼ , 2013 .

[10]  E. Thompson.  Development and Validation of an Internationally Reliable Short-Form of the Positive and Negative Affect Schedule (PANAS) , 2007 .

[11]  Carl Gutwin,et al.  Effects of gamification on participation and data quality in a real-world market research domain , 2013, Gamification.

[12]  Juho Hamari,et al.  Does Gamification Work? -- A Literature Review of Empirical Studies on Gamification , 2014, 2014 47th Hawaii International Conference on System Sciences.

[13]  Bettina Grün,et al.  Dynamic, Interactive Survey Questions Can Increase Survey Data Quality , 2013 .

[14]  E. Churchill,et al.  Badges in Social Media: A Social Psychological Perspective , 2011 .

[15]  Keith Conley,et al.  Gamification: The Measurement of Benefits , 2015 .

[16]  W. Hippel.  A Social Psychological Perspective , 1994 .

[17]  Bernhard Wolf,et al.  Implementing Gamification: Requirements and Gamification Platforms , 2015 .

[18]  Thomas Grechenig,et al.  Gamification of Online Surveys: Design Process, Case Study, and Evaluation , 2015, INTERACT.

[19]  Michael Burmester,et al.  AttrakDiff: Ein Fragebogen zur Messung wahrgenommener hedonischer und pragmatischer Qualität , 2003, MuC.

[20]  Olena Kaminska,et al.  Satisficing Among Reluctant Respondents in a Cross-National Context , 2010 .

[21]  T. Guin,et al.  Myths and Realities of Respondent Engagement in Online Surveys , 2012 .

[22]  Thomas Grechenig,et al.  Gamification of online surveys: conceptual foundations and a design process based on the MDA framework , 2014, NordiCHI.