stefania gogna gaming - 2011
TRANSCRIPT
Gaming and MR 20 January 2011
Game On! A new way to get Insight
A new chance for market research
www.headforbrand.com
Imagine a web plaAorm Where a group of people
Can respond to Research Assignments by playing…
Imagine a Videogame as a Research Tool …
Gaming and MR 20 January 2011
Gaming and MR 20 January 2011
That’s an Embodied Experience!
Gaming and MR 20 January 2011
Ten principles that make Games -‐ Videogames so interesLng.
What an embodied experience means and which are the best
opportuniLes for Market Research
That’s an Embodied Experience!
Game On! a New Way to Get Insight
Gaming and MR 20 January 2011
1. Par7cipa7on People take possession, comment, handle and share content with others. They take an acLve part within a group of equal people, without a hierarchical division.
That’s an Embodied Experience!
Game On! a New Way to Get Insight
Gaming and MR 20 January 2011
2. Explora7on People seek informaLon with a criLcal thinking, in a selecLve way in order to be acLve parLcipants in solving the research quesLons. The intervenLon of researcher is almost non-‐existent, it doesn’t affect
free exploraLon.
That’s an Embodied Experience!
Game On! a New Way to Get Insight
3. Expression
Increasingly, people use videogames and digital media to express themselves freely and exchange ideas.
That’s an Embodied Experience!
Game On! a New Way to Get Insight
Gaming and MR 20 January 2011
Gaming and MR 20 January 2011
4. Exchange Gaming is a strong opportunity to ask quesLons, exchange ideas and work on projects with others. It’s a sharing phenomenon.
That’s an Embodied Experience!
Game On! a New Way to Get Insight
Gaming and MR 20 January 2011
5. Simula7on People can interpret and reconstruct dynamic paUerns of what
happens or what they would like to see in the real world.
That’s an Embodied Experience!
Game On! a New Way to Get Insight
Gaming and MR 20 January 2011
6. Close aEen7on/scan ability People scan the environment and pay strong aUenLon to all the important details.
That’s an Embodied Experience!
Game On! a New Way to Get Insight
Gaming and MR 20 January 2011
7. Collabora7ve Problem solving People work together to reach their goals, finding new and unexpected ways in response to research quesLons.
That’s an Embodied Experience!
Game On! a New Way to Get Insight
Gaming and MR 20 January 2011
8. Ac7ve thinking Playing people are able to acLvely think out of complex problems
and give unexpected original soluLons (learning and doing)
That’s an Embodied Experience!
Game On! a New Way to Get Insight
Gaming and MR 20 January 2011
9. Insider Players are “insider”, producers of their experience’s contents (not just passive “consumer”).
That’s an Embodied Experience!
Game On! a New Way to Get Insight
Gaming and MR 20 January 2011
10. Amplifica7on Players produce a lot of output,
for very liUle sLmulus, because while playing they learn not only about the
context but about themselves and their current and potenLal capabiliLes
That’s an Embodied Experience!
Game On! a New Way to Get Insight
Gaming and MR 20 January 2011
Thank you for Your AUenLon and …
Game On! A new way to get
Insight
Stefania Gogna
www.headforbrand.com