Play is the highest form of research - Albert Einstein.
Research among the millennials generation, whether ethnographic or quantitative, must contain gamification elements. Sometimes it is the wording of a question/task, sometimes the construction of rankings.
Gamification is necessary in the case of millennials to break through the layer of auto-presentation (so visible in social media) to their hidden real needs and expectations.
Millennials are similar to kids (sometimes) so in both groups we have to use exercises and games more often to keep their attention.