Transforming B2B Survey with Gamification in Cleinsight

Role: Director of Projects & Operations | Cleinsight
Duration: 2020–2024 | Industry: SaaS, Market Research, Martech
Methodology: Agile (Kanban), Lean Startup, Growth Loops

Context & Problem

At Mighty Egg Technologies, I worked on multiple survey platforms and noticed a consistent problem: completion rates were low, UX was clunky, and analytics were delayed. That pain point evolved into Cleinsight, a gamified B2B2C survey platform designed to help businesses collect fast, actionable feedback.

Legacy tools like Google Forms and SurveyMonkey weren’t engaging enough. Most surveys lacked smart routing, real-time analytics, and omnichannel distribution. Cleinsight was built to solve that, not just for researchers, but for marketers, product teams, and CX leaders who needed insights they could act on quickly.

Goals & Vision

We set out to build a platform that merged gamification, real-time analytics, and omnichannel delivery. Our core objectives were:

• Boost survey completion rates through game mechanics and micro-surveys

• Enable real-time decision-making with dynamic dashboards

• Deliver seamless user experience across mobile, web, kiosks, and Dough

• Support business scalability with a flexible subscription model

Approach & Execution

Phase 1: Discovery & Strategy

• Interviewed 20+ businesses to understand how they collected customer feedback

• Conducted competitor analysis (e.g., Typeform, Qualtrics, YouGov) to identify gaps

• Explored gamification psychology to make survey-taking feel rewarding

Phase 2: Product Planning

• Used Kano model and customer input to define MVP scope

• Wrote PRD and user stories; tracked progress using Kanban boards

• Prioritized:

  • Gamified Surveys: Boosted completion from 20% to 60% with no incentive; >80% with reward

  • Dynamic Routing: Questions adapted based on service or user persona

  • Campaign-Based Surveys: Micro-surveys deployed via Dough and API

  • Analytics Dashboards: Real-time visualization to support campaign decisions

Phase 3: Build & Test

• Led delivery across design, development, and analytics

• Used Jira to track team tasks; Figma for UI/UX

• Scaled infrastructure with Firebase for real-time syncing

• Focused on data privacy, implementing secure participant handling and access controls

• Introduced workflow limits (“WIP caps”) to reduce bottlenecks and improve velocity

Phase 4: Launch & Growth

• Ran a soft beta with early adopters, prioritizing dashboard improvements and usability

• Rolled out GTM strategy, including onboarding flows, demos, and support documentation

• Oversaw marketing, business development, and Stripe integration for self-serve payments

Results

• Survey Completion: Jumped from 20% to 60% with gamification alone; >80% with rewards

• Customer Adoption: Onboarded MNCs and mid-sized businesses across multiple regions

• Analytics Adoption: Real-time dashboards became core to clients’ campaign tracking

• Growth Model: Flexible plans + omnichannel integrations enabled scale and recurring revenue

• Time to Insight: Reduced from weeks to days, enabling fast feedback loops for product and marketing teams

Key Takeaways

• Gamification isn’t just about fun — when applied correctly, it drives behavioral engagement

• Rapid testing and backlog prioritization helped us deliver fast without sacrificing quality

• A flexible delivery model (Kanban + Lean) helped us adjust scope while maintaining momentum

• Solving the researcher's problem isn’t enough, you have to solve the decision-maker’s timeline, too

Cleinsight became more than a survey tool. It helped teams get answers faster, optimize campaigns sooner, and build customer understanding into their decision cycles, without the usual wait for insights.