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The researchification of games

Date of publication: October 26, 2011

Catalogue: 3D Digital Dimensions 2011: (Online + Social Media + Mobile) Research

Company: BrainJuicer

Author: Peter Harrison

Abstract:

This paper addresses the role of games in market research.It provides a working definition of what a game is and why the role currently assigned to games by market research misses the broader opportunity that they offer. Research games can be used to get us closer to real-life mindsets. Market research can learn from game designers and how we might create great games and research experiences that can be enormously beneficial to clients seeking to understand and predict behaviour.

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