19+ years’ experience across qualitative, quantitative, innovation research Expertise in trendspotting, design thinking, digital tools & AI applications in research Global perspective with experience across multiple markets & categories Award-winning researcher – ESOMAR & MRSI Best Paper Winner (2011) Industry leadership – Jury & Committee - MRSI 30th Annual Seminar (2022) Conference speaker - MRMW APAC 2024 Singapore, IIEX APAC Thailand, ESOMAR Connect 2025, India Published thought-leader – Article in Greenbook APAC (2024 and 2025) Skilled in Design Thinking, Power BI & Statistics
Sessions
Jun 24
2:15 PM - 2:35 PM GMT+2
Blue Stage
Consumer Behavior
Insight Activation
Qualitative Research
Gamification in Research: 20 Projective Techniques in 20 Min
When research feels like play, truth feels natural. Consumers don’t always articulate what they feel — but they reveal it when they project, imagine, and play. In this fast-paced session, discover 20 gamified projective techniques in 20 minutes — from hot air balloons to love letters — designed to reduce defensiveness and unlock deeper consumer truths beyond traditional probing. Key Takeaways: 1. Use gamification to keep the consumers with lower attention spans engaged in longer discussions 2. Projective techniques help consumers open up to the most sensitive topics 3. Uncover the real truths by tapping into the consumers' subconscious via playful techniques
