Game On! A new way to get Insight

1. Gaming
and
MR
20
January
2011
Game
On!
A
new
way
to
get
Insight
A
new
chance
for
market
research
www.headforbrand.com

2. Imagine
a
web
plaAorm
Where
a
group
of
people
Can
respond
to
Research
Assignments
by
playing…
Imagine
a
Videogame
as
a
Research
Tool
…
Gaming
and
MR
20
January
2011

3. Gaming
and
MR
20
January
2011
That’s
an
Embodied
Experience!

4. Gaming
and
MR
20
January
2011
Ten
principles
that
make
Games
-­‐
Videogames
so
interesLng.
What
an
embodied
experience
means
and
which
are
the
best
opportuniLes
for
Market
Research
That’s
an
Embodied
Experience!
Game
On!
a
New
Way
to
Get
Insight

5. Gaming
and
MR
20
January
2011
1. Par7cipa7on
People
take
possession,
comment,
handle
and
share
content
with
others.
They
take
an
acLve
part
within
a
group
of
equal
people,
without
a
hierarchical
division.
That’s
an
Embodied
Experience!
Game
On!
a
New
Way
to
Get
Insight

6. Gaming
and
MR
20
January
2011
2. Explora7on
People
seek
informaLon
with
a
criLcal
thinking,
in
a
selecLve
way
in
order
to
be
acLve
parLcipants
in
solving
the
research
quesLons.
The
intervenLon
of
researcher
is
almost
non-­‐existent,
it
doesn’t
affect
free
exploraLon.
That’s
an
Embodied
Experience!
Game
On!
a
New
Way
to
Get
Insight

7.
3. Expression
Increasingly,
people
use
videogames
and
digital
media
to
express
themselves
freely
and
exchange
ideas.
That’s
an
Embodied
Experience!
Game
On!
a
New
Way
to
Get
Insight
Gaming
and
MR
20
January
2011

8. Gaming
and
MR
20
January
2011
4.
Exchange
Gaming
is
a
strong
opportunity
to
ask
quesLons,
exchange
ideas
and
work
on
projects
with
others.
It’s
a
sharing
phenomenon.
That’s
an
Embodied
Experience!
Game
On!
a
New
Way
to
Get
Insight

9. Gaming
and
MR
20
January
2011
5. Simula7on
People
can
interpret
and
reconstruct
dynamic
paUerns
of
what
happens
or
what
they
would
like
to
see
in
the
real
world.
That’s
an
Embodied
Experience!
Game
On!
a
New
Way
to
Get
Insight

10. Gaming
and
MR
20
January
2011
6. Close
aEen7on/scan
ability
People
scan
the
environment
and
pay
strong
aUenLon
to
all
the
important
details.
That’s
an
Embodied
Experience!
Game
On!
a
New
Way
to
Get
Insight

11. Gaming
and
MR
20
January
2011
7. Collabora7ve
Problem
solving
People
work
together
to
reach
their
goals,
finding
new
and
unexpected
ways
in
response
to
research
quesLons.
That’s
an
Embodied
Experience!
Game
On!
a
New
Way
to
Get
Insight

12. Gaming
and
MR
20
January
2011
8. Ac7ve
thinking
Playing
people
are
able
to
acLvely
think
out
of
complex
problems
and
give
unexpected
original
soluLons
(learning
and
doing)
That’s
an
Embodied
Experience!
Game
On!
a
New
Way
to
Get
Insight

13. Gaming
and
MR
20
January
2011
9. Insider
Players
are
“insider”,
producers
of
their
experience’s
contents
(not
just
passive
“consumer”).
That’s
an
Embodied
Experience!
Game
On!
a
New
Way
to
Get
Insight

14. Gaming
and
MR
20
January
2011
10.
Amplifica7on
Players
produce
a
lot
of
output,
for
very
liUle
sLmulus,
because
while
playing
they
learn
not
only
about
the
context
but
about
themselves
and
their
current
and
potenLal
capabiliLes
That’s
an
Embodied
Experience!
Game
On!
a
New
Way
to
Get
Insight

15. Gaming
and
MR
20
January
2011
Thank
you
for
Your
AUenLon
and
…
Game
On!
A
new
way
to
get
Insight
Stefania
Gogna
www.headforbrand.com