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Aletta Smits
Associate professor Human Experience & Media Design

Aletta Smits is associate professor Human Experience & Media Design, at Utrecht Applied University in The Netherlands. She pairs her research with being a passionate teacher on UX Design, behavioural influence, and data learning. She is co-developer of the master program Data­-driven Design. With their students, they develop data­-driven concepts that are both practically applicable and rigorously rooted in academic research. Her research focuses on the subtle patterns in behavioural data, generated by, e.g. respondents on surveys, and designing interventions to course­ correct when a loss of commitment is detected.

She is also a public speaker and has presentations about the development of the adolescent brain or how adolescents play video games, how they can be used for good, but also gaming disorder, and overuse of social media.

Talk | Gamified Surveys: Improved Survey Reliability by Gamification the Respondent's Experience

Ever had subjects who did not really care about filling out their surveys? Which ruined your target group research?

Our new solution: gamify the experience - have the tool nudge the subject when behavioural data suggests not enough engagement on his part.

In this talk we present an enhanced survey tool that gamifies the process of answering questionnaires, and that intervenes when the behavioural data suggests the respondent’s answers may be less than reliable. The tool combines well-established game mechanics with reliability identification techniques from psychiatric research – where it is paramount to identify respondents who are not faithfully filling out their diagnostic surveys – and with research in the field of online reviews, where they use behavioural data as a means to distinguish between fake and real reviews.

Aletta Smits
Associate professor Human Experience & Media Design