Globally, games and gamification are used to re-engage tired audiences and intrinsically engage new audiences in a variety of industries – including market research – to inspire loyalty, co-creation and commercial growth.

 With the gamification industry said to be worth $11.10 billion by 2020 and Games increasingly becoming ingrained in our everyday lives, using games in research can no longer afford to stay niche.

This 2-day workshop is an holistic one-stop shop; learn how to use these games and gamification to engage your communities or individual participants, whatever their ages and wherever they are in the world. Learn how games can encourage the innovation of new and existing survey products and future-proof your insights. Each delegate will design their own research game during the Playshop, seeing how these methodologies are more accessible than you may think as well as being fun to get stuck into.

The workshop promises a valuable two days of learning-by-doing. Designed as a game, each delegate will begin at Level 1 and proceed through the introductory levels on the first day. Day 2 will progress to the Advanced levels of knowledge.

Who would benefit

Experienced and new market researchers alike can benefit from this course, from both agency and client side. Whether you’re looking to revamp a tired tracker for FMCG clients or looking to engage millennials through new survey products, this workshop is for you. It’s also relevant for commercial, non-commercial and academic research.

  • Gain an introductory, basic level of learning and then step up to an advanced, in depth understanding.
  • Apply knowledge by designing your own ResearchGame.
  • Create ‘power ups’ to ensure maximum onboarding of games and gamification back in the office.

Learning outcomes

  • Understanding of the short history of Games and Gamification in Market Research
  • Understand the science of game-based research methods; how they are psychologically, emotionally and scientifically relevant to market research and gaining insights
  • Understanding games culture; showing how intrinsically engaged people can contribute new ideas, co-create, collaborate and become part of thriving communities.
  • Debunk common misconceptions on the use of games and gamification in Market Research.
  • Understand different game mechanics, game components and game elements; from the use of music and sound effects, Avatars, virtual environments, narratology and more.
  • Understand the power of play and its relevance in engaging audiences for actionable insights.
  • Look to the future of games and gamification in combination with other methodologies, software and hardware, from Virtual Reality to Artificial Intelligence.


  • Please note this 2-day workshop focuses on using game-based research methods for online/digital use.
  • Ideally, delegates will bring a laptop as you will be checking out games, gamification platforms and creating your own avatars throughout the two days. MRS will supply laptops if you don’t use your own.
  • Before the training, you will be sent a list of URL links that we will access during the two days. You are welcome to bookmark these in your browsers prior to attending.
  • Expect a mixed learning style; this Playshop has been thoughtfully designed for different ways that people can learn and apply knowledge, so we’ll combine a traditional approach with competitions, mini-quizzes, design-led challenges and exploration throughout the two days.



The Old Trading House, 15 Northburgh Street,London,EC1V 0JR

Betty Adamou is the Founder & Chief ResearchGame designer at Research Through Gaming – the first company solely specialising in using games as instruments for market research and insight.
Adamou invented ResearchGames™ as a new research methodology, and has since written about and shared her work with a global audience, most recently in her debut book Games and Gamification in Market Research, (Kogan Page Publishing). It is the first published book on Game-based Research Methodologies (GbRM).
Adamou is a multiple-award winning researcher and entrepreneur, including Enfield Entrepreneur of the Year, and NGMR Disruptive Innovator of the Year, and has been voted as “1 of 7 women shaping the future of market research”. As such, Adamou’s foresight is often sought by industry publications through interviews and articles on the future of market research and in particular, the impact of emerging and future technologies on data collection. Through invitations to give university guest lectures and keynote presentations on Game-Based Research Methods, Adamou has visited 52 cities in 28 countries in eight years.
Her ResearchGames have been used by Fortune 500 brands, education institutions, and academic studies, which have consistently delivered insight that has gone on to successfully improve services, spur new products, and renew consumer understanding. She notes her greatest achievements as climbing Hong Kong’s Lantau Peak, writing a book, and achieving a 97% completion rate among teenage audiences.
Find out more
You can find out more about Betty Adamou at:
or visit www.researchthroughgaming.comCheck out her book here:
or at

Twitter at @BettyAdamou

Additional Information

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