Abstract
Over the past few years games, and gamification have become increasingly widespread in numerous business sectors. The serious game introduced in this chapter is designed as a qualitative market research method, thereby showing a comparatively new field of application for games. It can be used in place of classical qualitative methods, such as focus groups or interviews. It reduces the weaknesses of such techniques, whilst simultaneously using the advantages of game thinking. The game maps the information search during a purchase decision process and enables the probands to play their individual information search process. During this procedure, they reveal valuable insights into their needs. These insights could help organisations to influence their customers at the relevant touch points during the decision process.
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Plennert, S. (2017). A Serious Game as a Market Research Method for Purchase Decision Processes. In: Stieglitz, S., Lattemann, C., Robra-Bissantz, S., Zarnekow, R., Brockmann, T. (eds) Gamification. Progress in IS. Springer, Cham. https://doi.org/10.1007/978-3-319-45557-0_8
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