Treasure hunt: Games are not only entertaining

This paper describes the effects and benefits of games in qualitative research, including increased engagement and better quality insights, using an example of research by German bank ING-DiBa to uncover new customer insights.

Treasure hunt: Games are not only entertaining

Nina Keller and Sebastian Prassek Happy Thinking People, Germany

Introduction

This paper describes the effects and benefits of games in qualitative research. Applying a new approach, we found that games are not only great for engaging people, but they also lead to real treasures of insights. Because games can uncover intuitive behaviour, unconscious attitudes, relevant players, and socially desirable answers. We want to share our encouraging experiences of an ING-DiBa study on finance and inspire you to start playing games with respondents, colleagues and clients.

Welcome to the game

FIGURE...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands