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Betty Adamou - Altered Realities - June 2016

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Betty Adamou - Altered Realities - June 2016

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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'

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'

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Betty Adamou - Altered Realities - June 2016

  1. 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. 2. The  Suspension  of  Disbelief  in  Research  Games  –  Altered  Reali:es   Be#y  Adamou,  Research  Through  Gaming,  2016  
  3. 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. 4. The  Suspension  of  Disbelief  in  Research  Games  –  Altered  Reali:es   Be#y  Adamou,  Research  Through  Gaming,  2016  
  5. 5. The  Suspension  of  Disbelief  in  Research  Games  –  Altered  Reali:es   Be#y  Adamou,  Research  Through  Gaming,  2016   Heck no.
  6. 6. The  Suspension  of  Disbelief  in  Research  Games  –  Altered  Reali:es   Be#y  Adamou,  Research  Through  Gaming,  2016  
  7. 7. The  Suspension  of  Disbelief  in  Research  Games  –  Altered  Reali:es   Be#y  Adamou,  Research  Through  Gaming,  2016  
  8. 8. The  Suspension  of  Disbelief  in  Research  Games  –  Altered  Reali:es   Be#y  Adamou,  Research  Through  Gaming,  2016  
  9. 9. The  Suspension  of  Disbelief  in  Research  Games  –  Altered  Reali:es   Be#y  Adamou,  Research  Through  Gaming,  2016  
  10. 10. The  Suspension  of  Disbelief  in  Research  Games  –  Altered  Reali:es   Be#y  Adamou,  Research  Through  Gaming,  2016  
  11. 11. The  Suspension  of  Disbelief  in  Research  Games  –  Altered  Reali:es   Be#y  Adamou,  Research  Through  Gaming,  2016  
  12. 12. The  Suspension  of  Disbelief  in  Research  Games  –  Altered  Reali:es   Be#y  Adamou,  Research  Through  Gaming,  2016   ENGAGEMENT  
  13. 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. 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. 15. The  Suspension  of  Disbelief  in  Research  Games  –  Altered  Reali:es   Be#y  Adamou,  Research  Through  Gaming,  2016  
  16. 16. The  Suspension  of  Disbelief  in  Research  Games  –  Altered  Reali:es   Be#y  Adamou,  Research  Through  Gaming,  2016  
  17. 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. 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. 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. 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. 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. 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. 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  

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