Increasing Consumer Engagement in Research for Business Success
E-Book, Englisch, 360 Seiten, Web PDF
ISBN: 978-0-7494-8336-4
Verlag: Kogan Page
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)
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.
Autoren/Hrsg.
Weitere Infos & Material
Section - ONE: World of understanding - Overview; Chapter - 01: The impact of low participant engagement in market research; Chapter - 02: The surprising similarities between digital games and online surveys; Chapter - 03: Debunking common misconceptions in market research about games and gamification; Chapter - 04: Games and gamification: exploring definitions and why games are so engaging; Chapter - 05: The differences and similarities between games and gamification; Chapter - 06: An ontology of game-based research methods - defining research-games, gamified research and surveytainment; Chapter - 07: The scientific foundation for using game-based research methods - the six vital states and their benefit to market research; Chapter - 08: Game culture - a showcase of intrinsic engagement to help market researchers; Chapter - 09: How games and gamification are used for engagement and data collection outside of research and entertainment; Chapter - 10: The Triple E Effect - games as engaging, emotive and experiential simulations for research and insight; Chapter - 11: Case studies and results from game-based research; Chapter - 12: Five things to consider before using games and gamification for market research; Section - TWO: World of design - Overview; Chapter - 13: Fifteen ethics guidelines for designing and making game-based surveys; Chapter - 14: A vocabulary of play for game-based research - Game terminologies and inspiration; Chapter - 15: Game-based research design - Ten tips for building the right foundations; Chapter - 16: Introducing Smart Intuition and Meaningful Creativity (SIMC); Chapter - 17: Overcome these four concerns about game-based survey design; Chapter - 18: Design your game-based research - Play '20 for 20'; Section - THREE: World of making - Overview; Chapter - 19: Stakeholder onboarding and preparing to build your game-based survey design; Chapter - 20: Tailor-made versus ready-made game-based surveys - Differences, benefits and drawbacks; Chapter - 21: Build mode - Create, playtest, maintain and launch your game-based survey; Chapter - 22: Analysing the quality of game-based research designs; Section - FOUR: A new market research world - Overview; Chapter - 23: Building a career in game-based research; Chapter - 24: The future of game-based research; Chapter - 25: Final words