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雷达卡
by Betty Adamou (Author)
About the Author
Betty Adamou is the Founder and Chief ResearchGame Designer at Research Through Gaming. In addition to developing ResearchGames on behalf of Fortune 500 companies and academic institutions alike, Adamou also guest lectures, writes about and gives keynote presentations and talks on Game-Based Research Methods. Adamou has won multiple awards for her work in entrepreneurship and innovation in market research.
About this book
Games are the most engaging medium of all time: they harness storytelling and heuristics, drive emotion and push the evolution of technology in a way that no other platform has or can. 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. Alongside a companion website, this book provides a fully immersive and fascinating overview of game-based research.
Brief contents
Introduction 1
PART ONE World of understanding – overview 7
01 The impact of low participant engagement in market research 11
02 The surprising similarities between digital games and online surveys 17
03 Debunking common misconceptions in market research about games and gamification 27
04 Games and gamification: exploring definitions and why games are so engaging 42
05 The differences and similarities between games and gamification 77
06 An ontology of game-based research methods: defining research-games, gamified research and surveytainment 92
07 The scientific foundation for using game-based research methods: the six vital states and their benefit to market research 103
08 Game culture: a showcase of intrinsic engagement to help market researchers 120
09 How games and gamification are used for engagement and data collection outside of research and entertainment 148
10 The Triple E Effect: games as engaging, emotive and experiential simulations for research and insight 163
11 Case studies and results from game-based research 179
12 Five things to consider before using games and gamification for market research 206
PART TWO World of Design – overview 211
13 Fifteen ethics guidelines for designing and making game-based surveys 213
14 A vocabulary of play for game-based research: game terminologies and inspiration 224
15 Game-based research design: ten tips for building the right foundations 231
16 Introducing Smart Intuition and Meaningful Creativity (SIMC) 240
17 Overcome these four concerns about game-based survey design 251
18 Design your game-based research: play ‘20 for 20’ 254
19 Stakeholder onboarding and preparing to build
20 Tailor-made versus ready-made game-based surveys: differences, benefits and drawbacks 276
21 Build mode: create, playtest, maintain and launch your game-based survey 281
22 A nalysing the quality of game-based research designs 285
23 Building a career in game-based research 299
24 The future of game-based research 310
Final words 326
Index 327
Length: 360 pages
Publisher: Kogan Page; 1 edition (November 28, 2018)
Language: English
ISBN-10: 0749483350
ISBN-13: 978-0749483357
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