Abstract:

Games are not only easy and quick but are also highly involving for respondents, researchers and clients alike. Games are also an excellent tool to project people’s minds into real life situations and to simulate complex decision-making processes. They can uncover intuitive behaviour, unconscious attitudes and relevant players as well as initiate storytelling and unveil socially-not-acceptable answers. We experienced all these effects and benefits of games e.g. in a study we conducted for the ING - DiBa bank in Germany. We want to share this encouraging experience and paint a picture of more exciting possibilities for games to uncover insights in general.