Abstract
InsightGame is a serious game developed as an innovative qualitative market research method. It can be used to gain valuable insights into purchase decision processes by letting probands play their information search. The artifact uses the positive effects of games to gain better results than classical market research methods. It is composed as a board game combined with a smartphone application.
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Plennert, S., Robra-Bissantz, S. (2015). InsightGame: Designing a Market Research Game to Gain Better Insights into Purchase Decision Processes. In: Donnellan, B., Helfert, M., Kenneally, J., VanderMeer, D., Rothenberger, M., Winter, R. (eds) New Horizons in Design Science: Broadening the Research Agenda. DESRIST 2015. Lecture Notes in Computer Science(), vol 9073. Springer, Cham. https://doi.org/10.1007/978-3-319-18714-3_27
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DOI: https://doi.org/10.1007/978-3-319-18714-3_27
Publisher Name: Springer, Cham
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