Betty Adamou

Betty Adamou

Betty Adamou is the Founder of Research Through Gaming, and Author of Games and Gamification in Market Research (Kogan Page Publishing, 2019) – the first book on using game-based research methods (due for Portuguese and Spanish translation in late 2021). 

 Betty’s expertise lies at the intersection of creating engaging, game-based content for better quality data and insight, derived from intrinsically motivating users. This doesn’t just apply to market research though, as all business now require more user engagement than ever before, and more data than ever before. Thus Betty has expanded her portfolio of work in recent years; as well as offering design services and workshops in Gamification for Market Research, she has expanded to offer design services and workshops in Gamification for Training, and Gamification for Marketing. 

Betty has conducted workshops in Gamification for Market Research, Training, and Marketing for several years, and is an approved facilitator at the Market Research Society. As the inventor or ‘ResearchGames™’, she regularly develops gamified surveys on behalf of Fortune 500 companies, and academic institutions – thus providing workshop delegates with first-hand knowledge and expertise of designing and developing games to solve a myriad of commercial problems. 

Betty has been voted “1 of 7 women shaping the future of market research” and is a multi-award winning entrepreneur and innovator, including the NGMR Disruptive Innovator and Enfield Entrepreneur of the Year awards. She has been noted both as a ‘pioneer’ and ‘revolutionary’ in the market research field, and is frequently voted as a top researcher and researcher of influence. As such, Adamou is regularly interviewed to share her work and client success stories, including several newspapers and magazines, podcasts and on 0800 Floor Radio in Venezuela and BBC Radio twice. She is frequently invited to give keynote presentations, workshops, and university guest lectures to share her business cases, expertise and research to a global audience. 

Research Through Gaming is based in the UK and since its inception in 2011, has worked with a diverse range of global brands, and has been in the GRIT Top 50 Most Innovative firms twice. 

Betty has also worked with young minds frequently in her career - as a mentor, as founder of the Enfield Young Entrepreneurs Club, and makeshift home-school art teacher for her 3 nephews during Coronavirus lockdown.

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