Play is the future of research. Attention spans are shortening and the demand for something that is truly interesting and entertaining is increasing. People no longer want to answer half an hour surveys. People want to be engaged and entertained. It is more powerful to ask questions and capture what people are doing in the moment because it has potential to reveal hidden motivations and feelings. Play can help us get closer to people in research, revealing new insights into what they see, feel, think and do. In this presentation, we will explore the role of play in building stronger relationships between people and brands, a relationship that matters in their real lives.