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EMAC 2020 Regional Conference

Gamification as a method to provide deeper insights in the CX market research

Published: September 16, 2020


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


gamification; market research; customer experience


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.