GAMIFICATION: When will we wake up to the need to transform the online survey?

In recent years there’s been a lot of attention among insight professionals on the need to engage online research participants to address declining response rates and the risk of poor quality data.   The number of people available through online panels has plateaued, and we are seeing co-operation and completion rates plummet.  This raises real concerns about the representativeness of survey participants who are recruited from online panels.  The implication is bad data for clients, and there is no doubt that the reputation of online surveys is in decline as clients seek different sources of insight from observational approaches and greater use of “Big Data”.