Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference

EMAC 2020 Regional Conference


Gamification as a method to provide deeper insights in the CX market research
(R2020-84914)

Published: September 16, 2020

AUTHORS

Michal Scibor-Rylski, University of Warsaw, Faculty of Management

KEYWORDS

gamification; market research; customer experience

ABSTRACT

Gamified market research tools help to increase respondents’ engagement and obtain more in-depth results. Measuring customer experience (CX) is considered one of the most important trends in con-temporary marketing research. Due to the specificity of this field elaborated projective and narrative techniques need to be applied to better reconstruct the customer journeys. The main goal of this paper is to present the areas of use of the gamified CX method: Our City board game, the results of the qualitative validation study of Our City as well as the experiment proving the accuracy of the psychological premises of this tool.