This chapter explores the use of gamification in social science research as a means of designing more effective research studies. The theory of gamification is particularly relevant to market research because surveys straddle the dividing line between work and fun. Completing a survey is, in most cases, a voluntary task done for altruistic reasons. How questions are designed has a powerful impact on making surveys more fun and game-like. Survey technology somewhat limits designers' creativity, but the following fundamentals are essential namely use more imagery, challenge the layout and design rules, and get rid of the grid lines. The gamification of research gives rise to three common questions: Who responds to gamification techniques? What impact does gamification have on the data? How do these techniques work in different cultures?