Focus group discussion is an empirical research method for qualitative studies aimed at eliciting information and perceptions from practitioners. This method is used in software engineering to validate and generalise research results. However, the time available to conduct the sessions could be improved, more tools are required to achieve the discussion in a structured way, and it is vital to avoid the inhibition of the participants. This study proposes a gamification-based strategy to conduct research in which the focus group method is paramount for validation and overcoming some mentioned limitations. For this purpose, a gamification strategy design method consisted of five phases: planning, design, pilot testing, programming and evaluation. The designed strategy was applied in a focus group of seven professionals to prioritise six non-technical factors required in software development teams within Industry 4.0. Applying the gamified strategy allowed us to capture the feelings of all group members methodically within a limited time window. Therefore, the strategy is a potential structured tool for conducting focus group sessions. © 2023, The Author(s), under exclusive license to Springer Nature Switzerland AG.