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One of the biggest challenges in market research is to motivate participants for research. Studies have confirmed that the often used Matrix questions seem to demotivate participants. I think that play can be the key to a better participant experience, which will result into a higher respond rate and high quality data. During the webinar I’d like to explain the magical power of game mechanics from a psychological perspective. I also would like to share some best practices I learned during the development of my own research game The Association Game.