Betty Adamou from Research Through Gaming shows how and why Games and Gaining can help market research via 'The Suspension of Disbelief in Research Games'

1. The
Suspension
of
Disbelief
in
Research
Games
–
Altered
Reali:es
Be#y
Adamou,
Research
Through
Gaming,
2016
The Suspension of
Disbelief in Research Games
Betty Adamou
Research Through Gaming Ltd
June 2016

2. The
Suspension
of
Disbelief
in
Research
Games
–
Altered
Reali:es
Be#y
Adamou,
Research
Through
Gaming,
2016

3. The
Suspension
of
Disbelief
in
Research
Games
–
Altered
Reali:es
Be#y
Adamou,
Research
Through
Gaming,
2016
Perfectly viable
(I’m about to reveal a spoiler so if you’re G.O.T. fan that hasn’t seen the new series, please mute me now!)

4. The
Suspension
of
Disbelief
in
Research
Games
–
Altered
Reali:es
Be#y
Adamou,
Research
Through
Gaming,
2016

5. The
Suspension
of
Disbelief
in
Research
Games
–
Altered
Reali:es
Be#y
Adamou,
Research
Through
Gaming,
2016
Heck no.

6. The
Suspension
of
Disbelief
in
Research
Games
–
Altered
Reali:es
Be#y
Adamou,
Research
Through
Gaming,
2016

7. The
Suspension
of
Disbelief
in
Research
Games
–
Altered
Reali:es
Be#y
Adamou,
Research
Through
Gaming,
2016

8. The
Suspension
of
Disbelief
in
Research
Games
–
Altered
Reali:es
Be#y
Adamou,
Research
Through
Gaming,
2016

9. The
Suspension
of
Disbelief
in
Research
Games
–
Altered
Reali:es
Be#y
Adamou,
Research
Through
Gaming,
2016

10. The
Suspension
of
Disbelief
in
Research
Games
–
Altered
Reali:es
Be#y
Adamou,
Research
Through
Gaming,
2016

11. The
Suspension
of
Disbelief
in
Research
Games
–
Altered
Reali:es
Be#y
Adamou,
Research
Through
Gaming,
2016

12. The
Suspension
of
Disbelief
in
Research
Games
–
Altered
Reali:es
Be#y
Adamou,
Research
Through
Gaming,
2016
ENGAGEMENT

13. The
Suspension
of
Disbelief
in
Research
Games
–
Altered
Reali:es
Be#y
Adamou,
Research
Through
Gaming,
2016
The research &
business objectives of
our clients is what
DRIVES THE DESIGN
of the storyline,
the game,
and any other digital
components used.

14. The
Suspension
of
Disbelief
in
Research
Games
–
Altered
Reali:es
Be#y
Adamou,
Research
Through
Gaming,
2016
VF Corporation:
Fortune 500
organization
60+ retail stores
Online retail store
$57m revenue

15. The
Suspension
of
Disbelief
in
Research
Games
–
Altered
Reali:es
Be#y
Adamou,
Research
Through
Gaming,
2016

16. The
Suspension
of
Disbelief
in
Research
Games
–
Altered
Reali:es
Be#y
Adamou,
Research
Through
Gaming,
2016

17. The
Suspension
of
Disbelief
in
Research
Games
–
Altered
Reali:es
Be#y
Adamou,
Research
Through
Gaming,
2016
“They (the Lucy team, including head of
design & head of marketing) were so
grateful for the insight and found it highly
actionable for future product
development, and indeed are already
putting much of the learning to use in new
product designs.”
Vanessa Dillof
Head of Consumer Insights at
The North Face & VF Outdoor

18. The
Suspension
of
Disbelief
in
Research
Games
–
Altered
Reali:es
Be#y
Adamou,
Research
Through
Gaming,
2016
1. Understood more about the activewear consumer
2. What the style, colour and texture preferences were
3. What the Lucy customers don’t like/want
4. Which design combinations were most popular, in
different groups of customers
5. What design upgrades the customer desires
6. Willingness to pay for design

19. The
Suspension
of
Disbelief
in
Research
Games
–
Altered
Reali:es
Be#y
Adamou,
Research
Through
Gaming,
2016
“It was unique and interesting, for once - most research tests
online are just boring surveys on a Likert Scale. The approach
was novel, and I liked that. Good job, instructional design team!”
“Great,
first
=me
experiencing
this
innova=ve
way
to
get
feedback!”
“It
was
fun
and
easy!
Loved
it!
“Super
fun
survey!
Extremely
unique,
never
have
taken
one
like
this.
Enjoyed
customizing
my
ideal
pants.
Would
love
to
take
again.”
“This
was
really
fun
and
a
cute
way
to
stay
informed
about
what
it
costs
for
our
clothes
thanks
again
and
i
will
start
looking
for
Lucy
products
next
=me
I
go
shopping”

20. The
Suspension
of
Disbelief
in
Research
Games
–
Altered
Reali:es
Be#y
Adamou,
Research
Through
Gaming,
2016
“It was unique and interesting, for once - most research tests
online are just boring surveys on a Likert Scale. The approach
was novel, and I liked that. Good job, instructional design team!”
“Great,
first
=me
experiencing
this
innova=ve
way
to
get
feedback!”
“It
was
fun
and
easy!
Loved
it!
“Super
fun
survey!
Extremely
unique,
never
have
taken
one
like
this.
Enjoyed
customizing
my
ideal
pants.
Would
love
to
take
again.”
“This
was
really
fun
and
a
cute
way
to
stay
informed
about
what
it
costs
for
our
clothes
thanks
again
and
i
will
start
looking
for
Lucy
products
next
=me
I
go
shopping”
“I
enjoy
it
because
it
was
interac=ve.
It
is
not
the
same
ques=ons
over
and
over
that
you
see
in
a
lot
of
research
surveys.”
“I
thought
it
was
fun!
and
different!
it
made
doing
a
survey
a
lot
more
enjoyable
and
I
would
like
it
if
more
surveys
like
this
one,
followed
their
model!”
“I
thought
it
was
easy
and
fun.
An
eye
opener
about
what
goes
into
my
leisure
wear”
Loved
it!!!
If
I
can
be
part
of
this
again...Sign
me
up!!!

21. The
Suspension
of
Disbelief
in
Research
Games
–
Altered
Reali:es
Be#y
Adamou,
Research
Through
Gaming,
2016
“It was unique and interesting, for once - most research tests
online are just boring surveys on a Likert Scale. The approach
was novel, and I liked that. Good job, instructional design team!”
“Great,
first
=me
experiencing
this
innova=ve
way
to
get
feedback!”
“It
was
fun
and
easy!
Loved
it!
“Super
fun
survey!
Extremely
unique,
never
have
taken
one
like
this.
Enjoyed
customizing
my
ideal
pants.
Would
love
to
take
again.”
“This
was
really
fun
and
a
cute
way
to
stay
informed
about
what
it
costs
for
our
clothes
thanks
again
and
i
will
start
looking
for
Lucy
products
next
=me
I
go
shopping”
“I
enjoy
it
because
it
was
interac=ve.
It
is
not
the
same
ques=ons
over
and
over
that
you
see
in
a
lot
of
research
surveys.”
“I
thought
it
was
fun!
and
different!
it
made
doing
a
survey
a
lot
more
enjoyable
and
I
would
like
it
if
more
surveys
like
this
one,
followed
their
model!”
“I
thought
it
was
easy
and
fun.
An
eye
opener
about
what
goes
into
my
leisure
wear”
Loved
it!!!
If
I
can
be
part
of
this
again...Sign
me
up!!!
Was
a
refreshing
approach
to
gain
shopper
insights
and
desires
in
their
apparel
line.
Thanks
for
asking
me
to
help.
I
enjoyed
it.
It
was
very
well
done!

22. The
Suspension
of
Disbelief
in
Research
Games
–
Altered
Reali:es
Be#y
Adamou,
Research
Through
Gaming,
2016
Thank You!
www.researchthroughgaming.com
RTG_Ltd
BettyAdamou

23. The
Suspension
of
Disbelief
in
Research
Games
–
Altered
Reali:es
Be#y
Adamou,
Research
Through
Gaming,
2016
Q
&
A
Sue
York
The
Handbook
of
Mobile
Market
Research
Be#y
Adamou
Research
Through
Gaming