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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
The	
  Suspension	
  of	
  Disbelief	
  in	
  Research	
  Games	
  –	
  Altered	
  Reali:es	
  
Be#y	
  Adamou,	
  Research	
  Through	
  Gaming,	
  2016	
  
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!)
The	
  Suspension	
  of	
  Disbelief	
  in	
  Research	
  Games	
  –	
  Altered	
  Reali:es	
  
Be#y	
  Adamou,	
  Research	
  Through	
  Gaming,	
  2016	
  
The	
  Suspension	
  of	
  Disbelief	
  in	
  Research	
  Games	
  –	
  Altered	
  Reali:es	
  
Be#y	
  Adamou,	
  Research	
  Through	
  Gaming,	
  2016	
  
Heck no.
The	
  Suspension	
  of	
  Disbelief	
  in	
  Research	
  Games	
  –	
  Altered	
  Reali:es	
  
Be#y	
  Adamou,	
  Research	
  Through	
  Gaming,	
  2016	
  
The	
  Suspension	
  of	
  Disbelief	
  in	
  Research	
  Games	
  –	
  Altered	
  Reali:es	
  
Be#y	
  Adamou,	
  Research	
  Through	
  Gaming,	
  2016	
  
The	
  Suspension	
  of	
  Disbelief	
  in	
  Research	
  Games	
  –	
  Altered	
  Reali:es	
  
Be#y	
  Adamou,	
  Research	
  Through	
  Gaming,	
  2016	
  
The	
  Suspension	
  of	
  Disbelief	
  in	
  Research	
  Games	
  –	
  Altered	
  Reali:es	
  
Be#y	
  Adamou,	
  Research	
  Through	
  Gaming,	
  2016	
  
The	
  Suspension	
  of	
  Disbelief	
  in	
  Research	
  Games	
  –	
  Altered	
  Reali:es	
  
Be#y	
  Adamou,	
  Research	
  Through	
  Gaming,	
  2016	
  
The	
  Suspension	
  of	
  Disbelief	
  in	
  Research	
  Games	
  –	
  Altered	
  Reali:es	
  
Be#y	
  Adamou,	
  Research	
  Through	
  Gaming,	
  2016	
  
The	
  Suspension	
  of	
  Disbelief	
  in	
  Research	
  Games	
  –	
  Altered	
  Reali:es	
  
Be#y	
  Adamou,	
  Research	
  Through	
  Gaming,	
  2016	
  
ENGAGEMENT	
  
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.
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
The	
  Suspension	
  of	
  Disbelief	
  in	
  Research	
  Games	
  –	
  Altered	
  Reali:es	
  
Be#y	
  Adamou,	
  Research	
  Through	
  Gaming,	
  2016	
  
The	
  Suspension	
  of	
  Disbelief	
  in	
  Research	
  Games	
  –	
  Altered	
  Reali:es	
  
Be#y	
  Adamou,	
  Research	
  Through	
  Gaming,	
  2016	
  
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
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
	
  
	
  
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”	
  
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!!!	
  
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!	
  
	
  
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
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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Betty Adamou - Altered Realities - June 2016

  • 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