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​Changing the Data-Giving Mindset Using Games: From Chore to Score

Market Research is the lifeblood of many businesses. Yet research participants are now chronically disengaged in the survey-taking process. It is increasingly difficult for organisations to make business decisions off the back of data that is given in a disengaged way. The landscape of market research is changing and Betty Adamou has been a leader in bringing gamification to surveys. Her research games increase focus, attentiveness and engagement in the research experience. We'll hear case-studies from Fortune 500 brands that provide an eye-opener and inspiration to everything research can now be. She won't stop there and will also let us know what is the future for games and gamification in market research.

About ​Betty Adamou

Betty Adamou is the Founder of Research Through Gaming, Author of Games and Gamification in Market Research (Kogan Page Publishing, 2019), and a SeriousGame Designer specialising in Market Research and Marketing.

Adamou is the inventor of ResearchGames™ (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.

Research Through Gaming is based in the UK and since its inception in 2011, has worked with a diverse range of global brands, and has been in the GRIT Top 50 Most Innovative firms twice.

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