Ścibor-Rylski, Michał - In: Journal of marketing and consumer behaviour in emerging … (2021) 2/13, pp. 56-64
Gamified market research tools help to increase respondents' engagement and obtain more in- depth results. Up till now the effects of gamification have been tested in the offline environment. The COVID-19 pandemic changed the world of the qualitative research and also triggered a need to...