In-house mobile app allows users to complete surveys and earn points to redeem vouchers
SINGAPORE — Users of a mobile survey app from local market research firm Milieu Insight can now take surveys and earn points to redeem vouchers.
The company launched gamification features on its app, Milieu Surveys, on Tuesday (January 18) and aims to entice users to take more surveys and keep them engaged for longer.
Milieu conducts surveys on trending topics and current affairs. He also conducts consumer behavior research for his clients, including e-commerce platform Lazada, Google, and the National Trades Union Congress (NTUC).
Points earned by users for taking these surveys can be used to redeem vouchers, such as those from GrabFood and Cold Storage. Points can also be used to redeem for donations to charities like the Society for the Prevention of Cruelty to Animals and the Children’s Society of Singapore.
Milieu’s Founder and Managing Director, Mr. Gerald Ang, said the gamification elements help the company to better retain users, as well as achieve a larger and more representative user base.
“This allows us to provide more accurate data and perform a wider range of studies in much shorter timeframes,” he said.
There are “Hot Topic” polls on the app for users to vote and they can see the results. Milieu offers the polls to know the opinions of users and see how they compare to other countries.
For example, a survey asked users what they thought of planting vegetables at bus stops in Singapore. Of approximately 11,800 respondents, 48% liked it, while 13% disliked it. The others had no opinion.
Last week it released the results of a topical survey of what Southeast Asians think of the Metaverse, a virtual reality world where users can connect socially. The results showed that people in Singapore are more uncertain and skeptical about this than those in other countries.
An artificial intelligence algorithm tracks each user’s interactions on the app to ensure they receive relevant content to keep them engaged.
The app has over 2.5 million users from Singapore, Indonesia, Malaysia, Philippines, Thailand, and Vietnam.
Mr Ang said a better user experience reduces the “boredom and cognitive load of survey taking”, allowing users to participate effortlessly.
“It involves meticulous layout design planning and an intuitive and rewarding user flow. This results in an experience that encourages users to give honest and candid answers,” he said.
