Gamifying questions by adding context in the creative development marketing research

Gamification is defined as using game design elements in non-gaming contexts: education, management, marketing and also market research. Gamified research tools help to increase respondents' engagement and obtain more in-depth results. Up till now the effects of gamifications were tested in the domains of brand strategy and consumer experience. The article shows the results of the experiment proving the effectiveness of a gamified approach to the qualitative advertisement testing. The experimental group with a narrative context added to a question regarding the first impression performed better than the control group with a standard task. Also gender differences were observed: the effect was valid only for men - there were no significant differences in the performance of women in both groups. Due to an uneven split of men and women and a small sample in general, this effect needs further examination.