- Games, Marketing Research, Video Games, Computer Games Technology, Market Research, Digital Games, and 14 moreSerious Gaming, Entrepreneurship, Innovation statistics, Technological change, Research Methodology, Jane McGonigal, Katie Salen, Johan Huizinga, MMORPG, Survey Research, Intrinsic motivation, Game Design, Gamification in Education, Video Games and Learning, Motivation (Education), and Gamificationedit
- Betty Adamou is the Founder of Research Through Gaming (RTG), the inventor of ResearchGames™, and author of academic ... moreBetty Adamou is the Founder of Research Through Gaming (RTG), the inventor of ResearchGames™, and author of academic text-book, ‘Games and Gamification in Market Research’ (Kogan Page Publishing, 2019).
Organizations need more engagement and data than ever before.
It is known that traditional market research surveys, training programs, and many modes of marketing don't always gain levels of user engagement that organizations need.
As games are inherently data-collection tools, and the most engaging medium of all time, Betty Adamou creates games that captivate players while collecting valuable insight.
While this area seems niche, Betty is an in-demand designer and regularly works on behalf of Fortune 500 brands, agencies, and academic institutions, where she creates ‘ResearchGames™’.
Her games have been played by tens of thousands of people worldwide, and to great user feedback.
Betty has been voted “1 of 7 women shaping the future of market research” and is a multi-award-winning entrepreneur. She is frequently invited to keynote at conferences (Including the Gamification Europe conference, AMSRS in Australia, and many others), guest lecture to students, and is interviewed about her innovative, data-driven approach to game design in newspapers, podcasts, and most recently on BBC radio.
Most recently, Adamou has become a Columnist for ESOMAR's Research World magazine; where she explores the impact of Serious Games and Gamification in her column ‘How Games and Data are Changing the World’.
Her book is also being translated to Portuguese in late 2020 and Spanish in 2021.
Research Through Gaming is based in the UK, and has gained several accolades and awards in innovation, including the NGMR Disruptive Innovation Award.edit
Research Interests:
Research Interests:
"As part of a larger project addressing (the future of) identity management technologies, we wanted to survey public perceptions and use of such technologies. Keen to avoid or at least mitigate the effects of survey fatigue among our... more
"As part of a larger project addressing (the future of) identity management technologies, we wanted to survey public perceptions and use of such technologies. Keen to avoid or at least mitigate the effects of survey fatigue among our respondents, we decided to create a research game. In doing so we would create for respondents a character and a mission, and transform our research questions in to game scenarios and challenges. In this case study we discuss the process involved and the ways that the principles of gamification can be adopted in relatively low cost ways by researchers working with limited resources. Several matters for consideration and potential drawbacks are also identified and considered; as with any innovative approach, researchers must be reflexive, but they can be rewarded with rich data – and happy respondents."
Research Interests:
"As part of a larger project addressing (the future of) identity management technologies, we wanted to survey public perceptions and use of such technologies. Keen to avoid or at least mitigate the effects of survey fatigue among our... more
"As part of a larger project addressing (the future of) identity management technologies, we wanted to survey public perceptions and use of such technologies. Keen to avoid or at least mitigate the effects of survey fatigue among our respondents, we decided to create a research game. In doing so we would create for respondents a character and a mission, and transform our research questions in to game scenarios and challenges. In this case study we discuss the process involved and the ways that the principles of gamification can be adopted in relatively low cost ways by researchers working with limited resources. Several matters for consideration and potential drawbacks are also identified and considered; as with any innovative approach, researchers must be reflexive, but they can be rewarded with rich data – and happy respondents."
Research Interests:
Games and Gamification have been used in Market Research as a means of gathering opinion (and other) data as an engaging replacement to the online survey. In this paper, Games, namely 'ResearchGames', are the methodology in focus (not... more
Games and Gamification have been used in Market Research as a means of gathering opinion (and other) data as an engaging replacement to the online survey. In this paper, Games, namely 'ResearchGames', are the methodology in focus (not Gamification), using two ResearchGames(™) as illustrative cases that were designed and developed on behalf of IMPRINTS Futures (and EPSRC funded study) with the UK public as the audience.
This paper is focused on the combination of game mechanics and game components with online research with a focus on narrative.
The benefits of using ResearchGames on participant engagement and their likelihood to participate in future ResearchGame studies are explored and analysed with results shared.
Two ResearchGames™, launched in Spring 2013 named T.E.S.S.A. Undercover Agents™ and Dubious™ will be used as illustrative cases. Participants engaging in these ResearchGames reported increased enjoyment. Participant feedback, combined with supportive evidence such as an 81% continuation rate and over 90% of participants giving positive feedback show that ResearchGames are a promising online research methodology that would benefit from further experimentation, development and discussion.
Links to the ResearchGames themselves are included in the paper.
Keywords
Games; ResearchGames; Gamification; Online Surveys; IMPRINTS Futures; Participant Engagement.
This paper is focused on the combination of game mechanics and game components with online research with a focus on narrative.
The benefits of using ResearchGames on participant engagement and their likelihood to participate in future ResearchGame studies are explored and analysed with results shared.
Two ResearchGames™, launched in Spring 2013 named T.E.S.S.A. Undercover Agents™ and Dubious™ will be used as illustrative cases. Participants engaging in these ResearchGames reported increased enjoyment. Participant feedback, combined with supportive evidence such as an 81% continuation rate and over 90% of participants giving positive feedback show that ResearchGames are a promising online research methodology that would benefit from further experimentation, development and discussion.
Links to the ResearchGames themselves are included in the paper.
Keywords
Games; ResearchGames; Gamification; Online Surveys; IMPRINTS Futures; Participant Engagement.
Research Interests: Computer Games Technology, Video Games, Survey Methodology, Market Research, Marketing Research, and 12 moreSurvey Research, Digital Games, Survey, Gamification, Web Surveys, Online User Engagement, Online Surveys, Gamification Design, Consumer Insights, Customer Insights, ResearchGames, and Intrinsic Engagement
As part of a larger project addressing (the future of) identity management technologies, we wanted to survey public perceptions and use of such technologies. Keen to avoid or at least mitigate the effects of survey fatigue among our... more
As part of a larger project addressing (the future of) identity management technologies, we wanted to survey public perceptions and use of such technologies. Keen to avoid or at least mitigate the effects of survey fatigue among our respondents, we decided to create a research game. In doing so, we would create for respondents a character and a mission and transform our research questions into game scenarios and challenges. In this case study, we discuss the process involved and the ways that the principles of gamification can be adopted in relatively low-cost ways by researchers working with limited resources. Several matters for consideration and potential drawbacks are also identified and considered; as with any innovative approach, researchers must be reflexive, but they can be rewarded with rich data – and happy respondents.
Research Interests:
This paper discusses the concept of Research Through Gaming as an online surveying methodology, and provides a taxonomy of different types of 'ResearchGames' that the Market Research Industry could use in the future. This is the first... more
This paper discusses the concept of Research Through Gaming as an online surveying methodology, and provides a taxonomy of different types of 'ResearchGames' that the Market Research Industry could use in the future.
This is the first paper written by Betty Adamou on the subject of games in research, with no academic guidance, so please do forgive the naïve format of the paper!
Abstract: Considering the short period of time people have been discussing the concept, Research Through Gaming has been a very popular amongst the Market Research glitterati in the last few months. If you look on Twitter and type in #NewMR or #Gamification, you can see some of the opinions that have been exchanged on this subject. This presentation looks at Research Through Gaming and discusses how we can ‘Gamify’ surveys as we know them, how this could work, and what the benefits would be.
This is the first paper written by Betty Adamou on the subject of games in research, with no academic guidance, so please do forgive the naïve format of the paper!
Abstract: Considering the short period of time people have been discussing the concept, Research Through Gaming has been a very popular amongst the Market Research glitterati in the last few months. If you look on Twitter and type in #NewMR or #Gamification, you can see some of the opinions that have been exchanged on this subject. This presentation looks at Research Through Gaming and discusses how we can ‘Gamify’ surveys as we know them, how this could work, and what the benefits would be.
Research Interests:
PUBLISHED BY KOGAN PAGE. Games and Gamification in Market Research is available online via the Kogan Page website here: https://www.koganpage.com/product/games-and-gamification-in-market-research-9780749483357 This book will be... more
PUBLISHED BY KOGAN PAGE.
Games and Gamification in Market Research is available online via the Kogan Page website here: https://www.koganpage.com/product/games-and-gamification-in-market-research-9780749483357
This book will be translated to Portuguese in late 2020, and to Spanish in late 2021.
As well as ordering your copy through Kogan Page, this book is also available via Amazon, Waterstones, Barnes and Noble, Foyles, Book Depository, Telegraph Books, the Harvard Bookstore, and many more outlets.
Check out the book companion website to find out more: https://www.gamesandgamification.com
SYNOPSIS
Why don’t research participants take part in surveys as much as we want them to, even when they’re given, sometimes lucrative, incentives? Because they’re unengaged, and games, by contrast, are the most engaging medium of all time.
Games harness storytelling and heuristics, drive emotion and push the evolution of technology in a way that no other platform has. 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. This book provides a fully immersive and fascinating overview of game-based research.
Games and Gamification in Market Research is available online via the Kogan Page website here: https://www.koganpage.com/product/games-and-gamification-in-market-research-9780749483357
This book will be translated to Portuguese in late 2020, and to Spanish in late 2021.
As well as ordering your copy through Kogan Page, this book is also available via Amazon, Waterstones, Barnes and Noble, Foyles, Book Depository, Telegraph Books, the Harvard Bookstore, and many more outlets.
Check out the book companion website to find out more: https://www.gamesandgamification.com
SYNOPSIS
Why don’t research participants take part in surveys as much as we want them to, even when they’re given, sometimes lucrative, incentives? Because they’re unengaged, and games, by contrast, are the most engaging medium of all time.
Games harness storytelling and heuristics, drive emotion and push the evolution of technology in a way that no other platform has. 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. This book provides a fully immersive and fascinating overview of game-based research.