As ESOMAR marks its 70th anniversary, we are using our annual appraisal of the industry’s performance to look behind the headline growth figures at the forces that have shaped – and are shaping – both the work we do and the reasons we do it.
The GMR shows that global market research revenue grew by 1.8% in 2016, taking total global turnover to US$45.442 billion.
By Pete Cape
Why must we gamify our surveys?
We don’t do it to make them “look pretty” or to improve participant engagement. We gamify to collect better data.
John Krosnick of Stanford University first applied Herbert Simon’s concept of satisficing to survey research.