The Researchification of Games by Peter Harrison #Eso3D #esomar

This is a live blog posting from the Esomar 3D conference in Miami. Written, summarized, and posted just minutes after the speaker has finished. Any inaccuracies are my own. Any humorous side-notes are mine as well.

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The researchification of games
Adopting a game designer’s approach to market research
Peter Harrison, BrainJuicer, UK

  • Most research money is spent asking people to make a theoretical decision. But people don’t understand themselves as well as they think they do.[Remember: the best predictor of future behaviour is past behaviour – NOT your best guess]
  • Respondents have become despondent. We need to be more creative.
  • Fun research generates less straight-lining, more creativity, more thinking, fewer drop out. [But how valid is the data. That is ALL that matters.]
  • Games change how we feel, think, and behave. But this isn’t what researchers want. But then, life changes the way we feel, think, and behave. Can games help researchers get closer to real life? [Feels like we’re getting to the answer to my question….]
  • Mopopoly – yes, that is not a typo! A game to reveal frustrations around the home, like mopping. People forget they’re doing research.
  • Role of games is to create context
  • How to understand stomach complaints – Two fictional characters who need help (the moderators). Respondents try to diagnose their problems. Respondents then recommend treatments/solutions. [This is really fun? Really? Hm.]
  • [What? We can’t create the next Halo franchise of research games? NOOOOOOOOO!!!!!]
  • Games are a problem solving activity, approached with a playful attitude. That is research. Just add to uncover consumer attitudes.  [I can see that surveys aren’t a playful attitude, at least not old style.]
  • Elemental Tetrad – What is the theme/experience you want the player to have? The story holds the game together. The technology creates the game. The game mechanics are the rules. [Rule #1: write a GOOD quality survey. Have LARGE sample sizes. Easy.]
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