Jon Puleston and Deborah Sleep

Researching how gaming techniques can be used to improve the quality of feedback from online research.

The concept of “gamification” is sweeping across the marketing communication industry and is being discussed in marketing departments, advertising agencies and even governments around the globe. Jon and Deborah began exploring the idea of game-play in greater depth last year. They examined the theory behind game-play, and looked at how it was being used in other fields, with the aim of discovering how we could integrate this thinking more effectively into our surveys. This presentation assesses the impact that gamification could have on market research.


Jon Puleston is Vice President Innovation at GMI and Deborah Sleep is the owner of Engage Research

If you’re interested in attending this years ESOMAR Congress more information, including the programme and registration form, can be be found on the ESOMAR event pages.