Research and gaming: The game of research

The motivations and drivers which cause gamers to engage with and enjoy video games are equally powerful in the 'real' world.

Research and gaming: The game of research

Michael Chadwick, JWT Singaporewith Alessandro Canossa, IT University of Copenhagen

The world of gaming offers a suitable model for researching engaging journeys.

The notion of the 'customer journey' is an increasingly important one for marketers. There are more ways than ever to engage our target audiences - more channels, more technologies, more formats. But this is making it more important, and more difficult, to find effective ways of weaving these communications together, building campaigns that are coherent and greater than just the sum of their parts.

The customer...

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