Use the power of intrinsic engagement,
play, and games to revolutionise how we conduct research,
collect data, and change the world.
Buy now from
Games and Gamification in Market Research is available through several outlets.
For the full list, check out the Buy Now page.
With special Foreword by industry thought-leader and author,
Dr Annie Pettit, PhD.
(I love you Annie. Thank you for helping me make this book happen!)
and contribution from Jane Frost, CEO, Market Research Society.
Games and Gamification in Market Research is available through several outlets,
including Waterstones, Barnes & Noble, Foyles, and the Harvard Book Store.
For the full list of outlets and to pre-order now, check out the Buy Now page.
“Essential reading for the researcher seeking to use
the engagement techniques of gaming to
maximise survey participation and consumer insights”
– Mike Cooke, Legal Affairs Committee Chairman, ESOMAR
Now published in 3 languages! English, Spanish, and Portuguese (print and audiobook available)
Press and media
Betty Adamou is interviewed about her new book and answers questions about Research Games and Gamified Surveys with podcast host, Sima Vasa. The Data Guru’s podcast brings real life perspective on what’s happening in the industry and how successful companies and individuals navigate through the sea of change.
Betty's work cited in the Business Research Methods book, 13th editionPamela Schindler, author of the long standing Business Research Methods book, now in it’s 13th edition, has included Games and Gamification as a part of the research toolkit, citing Betty’s work as examples.
About the book
Why don’t research participants take part in surveys as much as we want them to, even when they’re given, sometimes lucrative, incentives? Because they’re unengaged, and games, by contrast, are the most engaging medium of all time.
Games harness storytelling and heuristics, drive emotion and push the evolution of technology in a way that no other platform has. 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 shows readers how to design ResearchGames and Gamified Surveys that will intrinsically engage participants and how best to use these methodologies to become, and stay, commercially competitive.
In a world where brands and organizations are increasingly interested in the feelings and contexts that drive consumer choices, Games and Gamification in Market Research gives readers the skills to use the components in games to encourage play and observe consumer behaviours via simulations for predictive modelling. Written by Betty Adamou, the UK’s leading research game designer and named as one of seven women shaping the future of market research, it explains the ways in which these methodologies will evolve with technologies such as virtual reality and artificial intelligence, and how it will shape research careers. This book provides a fully immersive and fascinating overview of game-based research.
About the author
Betty Adamou has been named a revolutionary, pioneer, innovator and one of seven women shaping the future of market research.
Having invented a new methodology of research and new genre of games through ResearchGames, Betty is frequently invited to share her work and enthusiasm as keynote addresses and lectures with her industry peers and students to re-ignite their passion for surveys, opinion-polling and other forms of research.
In her first and anticipated book, Adamou reveals the secrets of Games and Gamification applied to market research and why you need to join the change.
You can find Betty on Twitter: @BettyAdamou
More reviews of Games and Gamification in Market Research
“An interesting, informative read without the bulk. Betty is a master of her craft and this book is a gift to all who venture into the realm of games and gamification for market research.
Betty takes a step back to help you focus on the psychology behind why these methods will help you succeed. A must-read for all people interested in the space.”
– Laura Fagan, CEO & Founder, The Pain Journal
“Betty is the absolute expert when it comes to games and gamification in market research. Her book is steeped in practical advice and is written in such an engaging way that you won’t be able to help yourself in sharing her knowledge with others. Don’t expect a dry manual. This is an engaging read with lots of activities to get involved.”
– Fiona Blades, President and Chief Experience Officer,
“Market Research is going through a state of disruption on many fronts.
We have big problems to solve including respondent engagement, data quality and client belief in the powers of great consumer insight.
Game-based research provides many of the answers to these problems and in this book Betty demonstrates how we can all benefit from more gamification.”
– Stephen Phillips, CEO, ZappiStore
“Gamification has become one of research’s verifiably worthwhile new tools to improve surveys in a variety of ways, benefitting the respondent, research agency and client.
Who knows more about this particular subject than Betty Adamou? There’s no so-called expert out there that I respect as much on the subject than Betty, which is why I can’t wait to get my copy of Games and Gamification in Market Research.”
– Bob Lederer, Editor, Publisher & Producer, RFL Communications