|Author(s): Deborah Sleep, Jon Puleston
Collection: Congress 2011 - Impact - Research Reloaded
Keywords: Projective Techniques, Scenario Planning, Happiness
ESOMAR Best Paper Award 2011/2012
ESOMAR Congress 2011 Award Winner - Best Methodological Paper
|PDF version (download)|
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The concept of “gamification” is sweeping across the marketing communication industry, and is being discussed in marketing departments, advertising agencies and even governments around the globe. We began exploring the idea of game-play in greater depth last year. We examined the theory behind game-play, and looked at how it was being used in other fields, with the aim of discovering how we could integrate this thinking more effectively into our surveys. .This presentation assesses the impact that gamification could have on market research.