Serious play - innovation in the digital space

This paper is based on the three 'Ps' of innovation: perspective, process and product. It aims to discuss how organisations can make research part of the innovation process, focusing on these three areas, with a particular emphasis on the digital environment.

Serious play – innovation in the digital space

J. Alison BryantNickelodeon/MTV Kids & Family Group, United States


Like other fast-paced, ever-evolving industries, the digital content and product realm is driven by constant innovation. That innovation is usually thought of as coming from a strictly creative/artistic place – the brainchild of one or two tech-inspired folks who think of research (if they think of it at all) as an afterthought. We see this consistently in both the video game market and with online content providers, where research is typically done in two places: 1) sometime close to the end...

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