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Research can be difficult for universities. It’s time-consuming, costly, and hard to make sure data is accurate. A common barrier is getting respondents to take part in the first place. It requires full attention; something that comes in limited doses in today’s busy world. Increased privacy regulations are making this data collection even harder. So how can you make the research process easier?

We were approached to gamify a sociology experiment for Cardiff University through an interactive app. One that would allow users to play a game, with data from each game feeding back to the university for its research.
Masquerade is now an app that any iOS or Android smartphone user can download and play with friends or complete strangers. And what is a quick and fun game to play, is one crucial to work carried out at Cardiff University. This is data collected via cutting edge technology without having to proactively seek respondents to take part in a mass social experiment.

Cardiff University devised a game for people to play but needed to get people to play it. By connecting our technical, creative and strategic teams, we were able to make this a multiplayer game that connects people from any location. Making it fun to research, and fun to collect data from a sample of people that spans the globe. That’s the true power of a game.