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.
Research Papers
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Catalogue: Congress 2011: Impact
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Catalogue: Congress 2011: Impact
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Catalogue: Congress 2011: Impact
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