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Games and Gamification in Market Research

By Betty Adamou

Games and Gamification in Market Research Law

Games and Gamification in Market Research

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Description
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.
Product details
Binding:
Paperback
Edition:
1
Number of Pages:
360
Release Date:
2018-07-03
Publication Date:
2018-11-28
Publisher:
Kogan Page
Languages:
Original: English
ISBN10:
0749483350
ISBN13:
9780749483357
GPSR Manufacturer Reference:
[email protected]
Weight:
547 g
Height:
156 cm
Width:
234 cm
Thickness:
19 cm
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