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ICG Training: Transforming Online Market Research using Gamification; The Science, Design Application, and Impact

24 Oct 2023 @ 11:00 am - 1:00 pm

This session has been generously sponsored by GiftPay, empowering you to send instant rewards to your participants at no extra cost, redeemable at 80+ top retailers of your choice


In this 2-hour training session with Betty Adamou, learn the science and psychology behind gamification, and why it’s being used in every industry on the planet – and why we need more of it in market research:

  • Understand what a ‘Survey MOT’ is, and how you can use this approach to improve your questionnaire, even pre-gamification
  • See examples of real gamified surveys that have worked well, and hear case studies where Betty Adamou has used gamification in online surveys for her clients, with shared impact stories and results
  • Get pro-tips and best practice design guidance for designing your own gamified survey
  • Gain an experience-driven guide on implementing your design back at the office
  • Get a view into the future; where will gamification in online market research be 5-10 years time?

Why should you attend?

Countless market researchers have grown frustrated by the juxtaposition between industry buzz about technologies like VR, AR, and the Metaverse, but still struggle in the day-to-day when it comes to gaining quality data from engaged participants through online surveys. This session shows how gamification can and has proven to be one of the most effective design and technical approaches to better the research experience, for everyone involved, with practical tips and ‘how to’ guides. Take-away more confidence in what gamification is (and isn’t), while learning the fundamentals of design so you can start elevating your projects from today. If you’re keen to find a method that can really help you turn things around and increase response rates, lower drop-out rates, and increase participant engagement for better data quality and reliability, then this training session is for you.

About Betty Adamou

Betty is the inventor of ResearchGames™, Founder of Research Through Gaming, and author of ‘Games and Gamification in Market Research’ (Kogan Page, 2018), the first book on using game-based methods for online surveys, now published in three languages.

Betty is an in-demand ‘Serious Games’ and Gamification Designer, workshop facilitator, university guest lecturer, and consultant. Betty regularly works on behalf of Fortune 500 brands, charities, and agencies where she supports businesses to design engaging and data-driven games to solve commercial problems.

Her games have been played by more than 20,000 people worldwide, and to fantastic user feedback.

Betty has gained several accolades and awards in innovation, including 1 of 7 women shaping the future of market research, winner of the NGMR Disruptive Innovation Award, the Enfield Entrepreneur of the Year Award, and Ginny Valentine Badge of Courage Award.

She has been interviewed by publications globally on her innovative approach to research – most recently on BBC radio in the UK.

During the first COVID-19 lockdown,  Betty also launched the Not Sorry Club, a not-for-profit that celebrates and inspires unapologetic women, which has seen its’ first podcast series ‘Tales of Female Badassery’.

In 2023, Betty also published a book of poetry ‘//VLAMIS\\’, and is Community Chair for the 2023 Gamification Europe Conference.


Instagram: @BettyAdamou

X: @BettyAdamou

Linked In: https://www.linkedin.com/in/bettyadamou/

 Website: www.bettyadamou.com.

Research Through Gaming website: www.researchthroughgaming.com

Book companion website: www.gamesandgamification.com

Buy the book online through the publishers’ website: www.koganpage.com/product/games-and-gamification-in-market-research-9780749483357

Not Sorry Club: www.notsorryclub.com


Interested in this training session? Why don’t you join our earlier interview with Betty on Thurs 5th Oct? 



24 Oct 2023
11:00 am - 1:00 pm
Event Category:


Sally Alsop