‘You’re hired’: How Jaguar Land Rover took gamification in research to a new level

Jaguar Land Rover, the British car manufacturer, along with Northstar took the format of 'The Apprentice' to conduct market research and present it in an engaging way.

There can be few people unfamiliar with The Apprentice, a TV franchise seen in many countries around the world where a selection of candidates compete in a series of business tasks in the hope of being hired by a local tycoon. Donald Trump famously p

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