Games and Gamification in Market Research – Interview with author Betty Adamou

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In her book “Games and Gamification in Market Research: Increasing Consumer Engagement in Research” Betty Adamou tells us how games and gamification are revolutionizing the market research industry, offering opportunities to reinvigorate the notoriously sluggish engagement levels seen in traditional surveying methods. It is aimed at showing you how to design Research Games and Gamified Surveys that will intrinsically engage participants and how best to use these methodologies to become, and stay, commercially competitive.

In this interview (recorded at the Gamifiers Meetup on Thursday 6th August 2020) Pete Jenkins asks questions to delve deeper into understanding the possibilities and stories that can help us achieve our market research goals through gamification.

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Betty Adamou is the Founder of Research Through Gaming, Author of Games and Gamification in Market Research (Kogan Page Publishing, 2019), and a Serious Game Designer specialising in Market Research and Marketing. Adamou is the inventor of Research Games™ (where she designs games as instruments for consumer research on behalf of Fortune 500 brands. She is frequently invited to give keynote presentations and university guest lectures to share her business cases, expertise and research to a global audience.

Betty has been voted “1 of 7 women shaping the future of market research” and is a multi-award winning entrepreneur and innovator, including the NGMR Disruptive Innovator and Enfield Entrepreneur of the Year awards. She has been noted both as a ‘pioneer’ and ‘revolutionary’ in the research field, and is frequently voted as a top researcher and researcher of influence. Adamou is regularly interviewed to share her unique work and client success stories, including several newspapers and magazines, podcasts and radio stations (including BBC Radio). She notes her greatest achievements as climbing Hong Kong’s Lantau Peak, writing a book, and achieving a 97% completion rate among teenage audiences.

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Pete Jenkins is CEO of Gamification+ Ltd, Lecturer at University of Brighton, Founder of The Gamification Awards, Chair of Gamification Europe, Export Champion for the Department for International Trade and Honorary Ambassador for GamFed.

About the author 

Pete Baikins

Pete Baikins is an international authority on gamification, a lifelong gamer, successful entrepreneur and a lecturer. As CEO of Gamification+ Ltd he mentors and trains companies world-wide on the use of gamification to solve business challenges. Gamification+ won the Board of Trade Award from the UK's Department of International Trade in January 2019.

Pete is co-host of the health gamification podcast Health Points and is also Chair of Gamification Europe, the annual conference for Gamification practitioners.

Pete is an Honorary Ambassador for GamFed (International Gamification Confederation), having previously been the Chair from 2014 to February 2019, whose aim is to spread best practices within and support the gamification industry.

After 15 years as a Lecturer on gamification and entrepreneurship at the University of Brighton he now guest lectures on Gamification at King’s College London and at ESCP Europe at post-graduate and under-graduate levels.

Over the past 20 years Pete has built and sold two businesses. One was in security software and the more recent one was a telecoms and internet connectivity business. He is also an Ambassador for Brighton & Hove Chamber of Commerce in the UK.

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