Betty Adamou

Games and Gamification in Market Research (eBook, ePUB)

Increasing Consumer Engagement in Research for Business Success

• Format: ePub

Produktbeschreibung

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. Games and Gamification 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, Games and Gamification 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, it explains the ways in which these methodologies will evolve with technologies such as virtual reality and artificial intelligence, and how it will shape research careers. Alongside a companion website, this book provides a fully immersive and fascinating overview of game-based research.

Produktdetails

• Verlag: Kogan Page
• Seitenzahl: 360
• Erscheinungstermin: 3. November 2018
• Englisch
• ISBN-13: 9780749483364
• Artikelnr.: 54483923

Autorenporträt

Betty Adamou

Inhaltsangabe

Section
ONE: World of understanding
Overview; Chapter
01: The impact of low participant engagement in market research; Chapter
02: The surprising similarities between digital games and online surveys; Chapter
03: Debunking common misconceptions in market research about games and gamification; Chapter
04: Games and gamification: exploring definitions and why games are so engaging; Chapter
05: The differences and similarities between games and gamification; Chapter
06: An ontology of game
based research methods
defining research
games, gamified research and surveytainment; Chapter
07: The scientific foundation for using game
based research methods
the six vital states and their benefit to market research; Chapter
08: Game culture
a showcase of intrinsic engagement to help market researchers; Chapter
09: How games and gamification are used for engagement and data collection outside of research and entertainment; Chapter
10: The Triple E Effect
games as engaging, emotive and experiential simulations for research and insight; Chapter
11: Case studies and results from game
based research; Chapter
12: Five things to consider before using games and gamification for market research; Section
TWO: World of design
Overview; Chapter
13: Fifteen ethics guidelines for designing and making game
based surveys; Chapter
14: A vocabulary of play for game
based research
Game terminologies and inspiration; Chapter
15: Game
based research design
Ten tips for building the right foundations; Chapter
16: Introducing Smart Intuition and Meaningful Creativity (SIMC); Chapter
17: Overcome these four concerns about game
based survey design; Chapter
18: Design your game
based research
Play '20 for 20'; Section
THREE: World of making
Overview; Chapter
19: Stakeholder onboarding and preparing to build your game
based survey design; Chapter
20: Tailor
made versus ready
made game
based surveys
Differences, benefits and drawbacks; Chapter
21: Build mode
Create, playtest, maintain and launch your game
based survey; Chapter
22: Analysing the quality of game
based research designs; Section
FOUR: A new market research world
Overview; Chapter
23: Building a career in game
based research; Chapter
24: The future of game
based research; Chapter
25: Final words