Games are the most engaging medium of all time: they harness storytelling and heuristics, drive emotion and push the evolution of technology in a way that no other platform has or can.
It's no surprise, then, that games and gamification are revolutionizing the market research industry, offering opportunities to reinvigorate the notoriously sluggish engagement levels seen in traditional surveying methods. This not only improves data quality, but offers untapped insights unattainable through traditional methods.
Gamification and Games in Market Research shows readers how to design ResearchGames and Gamified Surveys that will intrinsically engage participants, and how best to use these methodologies to become and stay commercially competitive.
In a world where brands and organizations are increasingly interested in the feelings and contexts that drive consumer choices, Gamification and Games in Market Research gives readers the skills to use the components in games to encourage play and observe consumer behaviours via simulations for predictive modelling.
Written by Betty Adamou, the UK's leading research game designer and named as one of seven women shaping the future of market research, Gamification and Games in Market Research explains the ways in which these methodologies will evolve with technologies such as virtual reality and artificial intelligence, how it will shape research careers, and provides a fully immersive and fascinating overview of game-based research.
Industry Reviews
"Incredibly well-written and insightful. Whether you're a lifelong or aspiring researcher, think of Games and Gamification in Market Research as the only guide you need to create engaging game-based surveys that deliver more reliable data. From debunking misconceptions about game-based research methods to providing easy-to-understand guidelines for designing and making game-based surveys, Adamou envisions a new and improved research landscape, driven by gamification. Side benefit... respondents will actually enjoy participating in your research!" * Kristin Luck, Growth Strategist/Adviser, Luck Collective *
"Getting people to answer questions has become a case of diminishing returns in terms of engagement. Surveys have become boring! Betty Adamou took the huge responsibility of finding a way out. Tapping on human psychology and behaviour, she has worked hard on the concept of game-based research methods. It's a huge game changer! One needs to read the book to believe. I can't thank Betty enough for making research more exciting and useful." * Nasir Khan PhD CMRS, Principal Researcher and CEO, Somra-MBL Limited *
"This book arms the reader with a 360-degree insight into effective, engaging market research techniques. I already have favourite chapters I'll refer to time and again." * Ade Onilude, Founder and CEO, Women in Marketing CIC *
"Betty Adamou manages to blend passion and practicality - drawing on her love of gaming and her hard-won experience earned through pioneering the use of games in the context of market research. This book has something for anybody interested in the application of games and gamification, from the seasoned professional to the newcomer." * Ray Poynter, Co-founder, NewMR *
"Betty Adamou is the absolute expert when it comes to games and gamification in market research. Her book is steeped in practical advice and is written in such an engaging way that you won't be able to help yourself in sharing her knowledge with others. Don't expect a dry manual. This is a great read with lots of activities to get you involved." * Fiona Blades, President and Chief Experience Officer, MESH Experience *
"An interesting, informative read without the bulk. Betty Adamou is a master of her craft and this book is a gift to all who venture into the realm of games and gamification for market research. Betty takes a step back to help you focus on the psychology behind why these methods will help you succeed. A must-read for all people interested in the field." * Laura Fagan, CEO and Founder, The Pain Journal *
"Games and Gamification in Market Research is the book you hope to discover. Betty Adamou invites us to collectively progress our approaches, blending in better understanding of what makes humans tick, to elicit more accurate data and insight. If you want to learn how to elevate what you do in your day-to-day from one of our industry's brightest and most innovative, this book is for you." * Danielle Todd, Account Director, Relish Research *
"This book is destined to become the standard text on the subject of gamifcation and games to collect consumer data. It is a defining event in the development of gamification of data collection and will be a reference for years to come." * Andrew Jeavons, Co-founder and Director of Analytics, Signoi *
"Betty Adamou is quite simply the authority on insights and gamification. Her book is a compelling and actionable guide that will help you to uncover deep consumer insight in more creative ways." * KaRene Smith, Founder, Shine Insight *
