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Podcast: New Books in Business, Management, and Marketing
Episode: Betty Adamou, "Games and Gamification in Market Research: Increasing Consumer Engagement in Research for Business Success" (Kogan Page, 2018)
Description: Games are the most engaging medium of all time: they harness storytelling and heuristics, drive emotion and push the evolution of technology in a way that no other platform has or can. It's no surprise, then, that games and gamification are revolutionizing the market research industry, offering opportunities to reinvigorate the notoriously sluggish engagement levels seen in traditional surveying methods. This not only improves data quality, but offers untapped insights unattainable through traditional methods. Games and Gamification in Market Research: Increasing Consumer Engagement in Research for Business Success (Kogan Page, 2018) shows readers how to design ResearchGames and Gamified Surveys th...