A Calculated Risk

Andy Dexter and Jonathan Fletcher

This paper outlines a paradigm for strategic research that goes beyond the normal mode of data interpretation and delivers truly decision-oriented information.

A Calculated Risk: Applying Game Theory to Strategic Multicountry Research

Andy Dexter and Jonathan Fletcher DVL Smith, U.K.

Man is at his most human when he is at play.

Friedrich von Schiller

THE ARGUMENT FOR GAME THEORY

Game theory is a framework of understanding interactions. At its heart is the goal of maximising the chance of a 'player' winning. If we are playing poker, the amateur generally has a feel for what is a 'good' hand, and will bet accordingly. The professional, by contrast, will have a thorough understanding of the real probabilities of winning...

WARC subscribers can sign in to keep reading

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