Title Games and Gamification in Market Research
Subtitle Increasing Consumer Engagement in Research for Business Success
Author Betty Adamou
ISBN 9780749483357
List price GBP 29.99
Price outside India Available on Request
Original price
Binding Paperback
No of pages 360
Book size 153 x 235 mm
Publishing year 2019
Original publisher Kogan Page Limited
Published in India by .
Exclusive distributors Viva Books Private Limited
Sales territory India, Sri Lanka, Bangladesh, Pakistan, Nepal, .
Status New Arrival
About the book Send Enquiry


“Incredibly well-written and insightful. Whether you’re a lifelong or aspiring researcher, think of Games and Gamification in Market Research as the only guide you need to create engaging game-based surveys that deliver more reliable data. From debunking misconceptions about game-based research methods to providing easy-to-understand guidelines for designing and making game-based surveys, Adamou envisions a new and improved research landscape, driven by gamification. Side benefit... respondents will actually enjoy participating in your research!”

Kristin Luck, Growth Strategist/Adviser, Luck Collective


“Getting people to answer questions has become a case of diminishing returns in terms of engagement. Surveys have become boring! Betty Adamou took the huge responsibility of finding a way out. Tapping on human psychology and behaviour, she has worked hard on the concept of game-based research methods. It’s a huge game changer! One needs to read the book to believe. I can’t thank Betty enough for making research more exciting and useful.”

Nasir Khan PhD CMRS, Principal Researcher and CEO, Somra-MBL Limited


“This book arms the reader with a 360-degree insight into effective, engaging market research techniques. I already have favourite chapters I’ll refer to time and again.”

Ade Onilude, Founder and CEO, Women in Marketing CIC


Betty Adamou manages to blend passion and practicality - drawing on her love of gaming and her hard-won experience earned through pioneering the use of games in the context of market research. This book has something for anybody interested in the application of games and gamification, from the seasoned professional to the newcomer.”

Ray Poynter, Co-founder, NewMR


Betty Adamou is the absolute expert when it comes to games and gamification in market research. Her book is steeped in practical advice and is written in such an engaging way that you won’t be able to help yourself in sharing her knowledge with others. Don’t expect a dry manual. This is a great read with lots of activities to get you involved.”

Fiona Blades, President and Chief Experience Officer, MESH Experience


“An interesting, informative read without the bulk. Betty Adamou is a master of her craft and this book is a gift to all who venture into the realm of games and gamification for market research. Betty takes a step back to help you focus on the psychology behind why these methods will help you succeed. A must-read for all people interested in the field.”

Laura Fagan, CEO and Founder, The Pain Journal


Games and Gamification in Market Research is the book you hope to discover. Betty Adamou invites us to collectively progress our approaches, blending in better understanding of what makes humans tick, to elicit more accurate data and insight. If you want to learn how to elevate what you do in your day-to-day from one of our industry’s brightest and most innovative, this book is for you.”

Danielle Todd, Account Director, Relish Research


“This book is destined to become the standard text on the subject of gamifcation and games to collect consumer data. It is a defining event in the development of gamification of data collection and will be a reference for years to come.”

Andrew Jeavons, Co-founder and Director of Analytics, Signoi


Betty Adamou is quite simply the authority on insights and gamification. Her book is a compelling and actionable guide that will help you to uncover deep consumer insight in more creative ways.”

KaRene Smith, Founder, Shine Insight


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.





Trademarks and usage


PART ONE: World of Understanding – overview

Chapter 1: The impact of low participant engagement in market research • Eight side effects of low participant engagement • Notes

Chapter 2: The surprising similarities between digital games and online surveys • How users control and manipulate worlds • Projective techniques, characters and avatars • Using the similarities to rethink research participation: research-games as ‘entertainment snacks’ • Notes

Chapter 3: Debunking common misconceptions in market research about games and gamification • Misconception 1: changing the wording of questions alone gamifies a survey • Misconception 2: games and gamification for research are just for children • Misconception 3: games are about using bright colours • Misconception 4: games are about using fancy graphics • Misconception 5: game-based research is primarily about making research fun • Misconception 6: games are primarily for male audiences • Misconception 7: drag and drop functions make surveys gamified • Misconception 8: gamification is just a fad • Misconception 9: gamification is a quick fix for low engagement • Misconception 10: game-based research is just for research with gamers • Misconception 11: participants will focus on the ‘game’ part and not the ‘survey’ part • Misconception 12: I’m not creative so I can’t design research-games or gamified surveys • Misconception 13: participants will find a way to cheat if the survey is a game • Misconception 14: the inclusion of a single game mechanic (like a goal or a rile) makes anything into a game, even a survey • Misconception 15: game-based research is really expensive • Misconception 16: using game-based research requires a change in survey software • Notes

Chapter 4: Games and gamification: exploring definitions and why games are so engaging • Defining and understanding games, and exploring what makes games so engaging • Why are games so engaging? How games satisfy our psychological needs • The science behind what happens when our psychological needs are satisfied and why this should matter to researchers • Game components – ‘CABIN’ • Game elements – ‘ATARE’ • Defining and understanding gamification • Activity • Notes

Chapter 5: The differences and similarities between games and gamification • Win/lose states • Intrinsic engagement versus extrinsic engagement • Play versus taking part • The design processes • The outcomes in terms of user data and behaviour • The similarities between serious games and gamification: from engagement to applying the four ‘game values’ • Learning from four game values: inspiring participants for higher response rates and perpetuating engagement for higher completion rates • Activity • Notes

Chapter 6: An ontology of game-based research methods: defining research-games, gamified research and surveytainment • Definitions of game-based research methods in the market research industry so far • Defining game-based research methods (GbRM) • How do I know if I’ve created a research-game, gamified my research or created surveytainment? • When to use research-games, gamified surveys and surveytainment • Notes

Chapter 7: The scientific foundation for using game-based research methods: the six vital states and their benefit to market research • Introducing the six vital states for increasing response rates, completion rates and data quality • The six vital states in detail • How can personalization be used in game-based research to amplify participant engagement and data quality? • Notes

Chapter 8: Game culture: a showcase of intrinsic engagement to help market researchers • Game culture • Intrinsic engagement in games and what it can do for market research • Actions of the intrinsically engaged: towards participant creativity and collaboration using games • Activity • Notes

Chapter 9: How games and gamification are used for engagement and data collection outside of research and entertainment • Why brands use playful approaches • Functional Games • Where games and data collection blur lines: the case of Miitomo and how games are already using research techniques to find out more about people • What about gamification? Exploring how gamification is used to create playful experiences • Activities • Notes

Chapter 10: The Triple E Effect: games as engaging, emotive and experiential simulations for research and insight • Four reasons why evoking emotive experiences is important in market research • The benefits of the Triple E Effect • Emotive experiences • Exploring text-adventure games: harnessing experience and emotion with simple graphics and/or just text on a screen • A text-based research-game example • Simple ‘story games’: visual but narrative-led and text-based simulations • Replaying simulations in ‘alternate realities’ to understand context effect and develop predictive models • Five places to start on creating emotive, experiential simulations in game-based surveys • Notes

Chapter 11: Case studies and results from game-based research • Limitations of case studies on game-based research methods (GbRM) • Opportunities of case studies on game-based research methods • What we know: benefits of using game-based research methods • Case studies from Research Through Gaming Ltd • Notes

Chapter 12: Five things to consider before using games and gamification for market research • The strengths and limitations of existing survey software • Is it worth your time and effort? • What project do I start with? • Your design approach will be completely different from someone else’s • How creative can I be?

PART TWO: World of Design – overview

Chapter 13: Fifteen ethics guidelines for designing and making game-based surveys • Notes

Chapter 14: A vocabulary of play for game-based research: game terminologies and inspiration • Terminology • Evolving your vocabulary of play • Activities • Notes

Chapter 15: Game-based research design: ten tips for building the right foundations • Ten common-sense tips for good game-based survey design • Recommended reading • Notes

Chapter 16: Introducing Smart Intuition and Meaningful Creativity (SIMC) • What is SIMC? • SIMC in action • Ways to support and improve Smart Intuition • Activities • Notes

Chapter 17: Overcome these four concerns about game-based survey design • ‘I’m bad at drawing’ • ‘Design ideas are slow to surface’ • ‘Someone else has a different game-based design approach to the same research project’ • ‘I got the design wrong’ • Note

Chapter 18: Design your game-based research: play ‘20 for 20’ • Why play a game to design a research-game or gamified survey? • Before you play 20 for 20: four steps • How to play the 20 for 20 game: design your game-based survey through play • Advantages and drawbacks • Activities • Notes

PART THREE: World of Making – overview

Chapter 19: Stakeholder onboarding and preparing to build your game-based survey design • Preparing the materials you need for build mode, and for client and team onboarding: your DPS • You’ve prepared these materials, now what?

Chapter 20: Tailor-made versus ready-made game-based surveys: differences, benefits and drawbacks • Exploring the tailor-made approach • Exploring the ready-made approach • Exploring the middle ground: building re-useable game-based survey architecture • Activity • Notes

Chapter 21: Build mode: create, playtest, maintain and launch your game-based survey • Finding a good graphic designer, or becoming a graphic designer • Finding a team of programmers, or learning how to code yourself • You’ve got your dream team together – now what? • Activities

Chapter 22: Analysing the quality of game-based research designs • What constitutes design weaknesses and how to detect them • Five key learnings to improve game-based survey designs

PART FOUR: A New Market Research World – overview

Chapter 23: Building a career in game-based research • How to develop a career in game-based methods – five tips • Future careers in and/or related to game-based research methods • Summary • Activities • Notes

Chapter 24: The future of game-based research • Artificial intelligence and game-based research • Virtual reality and game-based research • Augmented reality and game-based research • Motion sensing and motion capture (mocap) technology, and AI, automation and game-based research • Further predictions on the future of game-based research and market research in general • Notes

Final words


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.

Target Audience:

Anybody interested in the application of games and gamification.


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