Data Gurus

On today’s episode, Betty Adamou sits with Sima Vasa to talk about games as tools for market research. She is the CEO and Founder of Research Through Gaming Ltd and the author of Games and Gamification in Market Research. Betty Adamou - Market Research and Video Games Betty’s passion for Research Through Gaming came about when she started working in the market research industry. She was taken aback by the disparity between the massiveness of the sphere and the poor quality of communication, that is, surveys. By day, she finds herself working in her market research job, looking after clients or helping design these surveys. But at night, she is glued to her video games. She began asking questions that eventually gave rise to her passion project, “There’s something there. Why am I glued to this screen but not to that screen?” - Betty Adamou, on market research and video games Birth of Research Through Gaming Betty conducted a conference talk on the future of research through gaming while she was still working