Content Type:

Glossary

Serious games Definition

A category of games in which the primary purpose is something other than pure entertainment. In marketing research serious games are designed to investigate and elicit feedback in a manner that is more engaging than a traditional survey.

Serious games are interactive and engaging digital or analog games designed for purposes beyond entertainment, often used for educational, training or research purposes. In market research, serious games are utilized to collect data, engage participants and simulate real-world scenarios to understand consumer behavior and preferences.

Who relies on serious games in market research?

Market researchers, businesses and organizations looking to gather insights into consumer behavior rely on serious games. These games provide a unique way to capture data, engage participants and simulate market scenarios in controlled environments.

Why should I care about serious games in market research?

Serious games are important because they offer an innovative approach to data collection and engagement. If you're involved in market research, serious games provide a dynamic way to gather insights while offering participants an interactive experience that leads to more accurate and reliable data.

Why are serious games important in market research?

• Serious games provide a bridge between entertainment and research, making data collection more engaging and insightful.
• By immersing participants in scenarios relevant to your research, you can capture authentic responses and behaviors, ultimately leading to better-informed decisions and more effective strategies.