Demand-side solutions are one of the most important customer-dependent options among innovative smart grid technologies. Flexible loads can be controlled and coordinated in several ways to operate in favor of the grid. Contrary to conventional participators in grid services, responding to grid requests is not the primary objective of the owners of demand-side resources. Therefore, it is a vital task for demand side service operators to provide maximized and reliable participation. However, motivation factors may vary due to demographic characteristics of the society and there are important diversities due to cultural differences of countries. This study investigates consumer expectations, preferences and concerns on demand response (DR) and deployable gamification techniques in Turkey. A detailed survey is conducted with individuals and results are analyzed to evaluate general trends together with distinctive customer patterns.