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Gaming	
  and	
  MR	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  20	
  January	
  2011	
  	
  	
  	
  	
  	
  
Game	
  On!	
  
A	
  new	
  way	
  to	
  get	
  Insight	
  
A	
  new	
  chance	
  for	
  market	
  research	
  
www.headforbrand.com	
  
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	
  	
  	
  	
  	
  	
  
Gaming	
  and	
  MR	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  20	
  January	
  2011	
  	
  	
  	
  	
  	
  
That’s	
  an	
  Embodied	
  Experience!	
  
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	
  
	
  
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	
  
	
  
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	
  
	
  
 
	
  
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	
  	
  	
  	
  	
  	
  
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	
  
	
  
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	
  
	
  
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	
  
	
  
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	
  
	
  
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	
  
	
  
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	
  
	
  
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	
  
	
  
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	
  

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Stefania gogna gaming - 2011

  • 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