Magdalena Schoeneich - Global Head of Takeda Digital Accelerator, Takeda Pharmaceuticals
Sara Taylor - Research, MIT Media Lab
Craig Ferguson - Game Designer and Developer, MIT Media Lab
Looking at the ways to engage children and young adults for an extensive period to educate them on the critical public health issues and, compliantly, gather insights regarding their behaviors.
The team developed a mobile video game platform that is merged with a safe data collection tool that has a potential to provide for a nonintrusive, and engaging market research, insight generation and or online community development tool. In-game incentives to play are linked to the thematic engagement tasks that can be customized based on the desired outcomes – e.g., answering questions, watching videos, reading a paragraph, etc.
Additionally, we are exploring deploying the application into the third world countries to address public health issues. In such scenario, the incentive system in the game is being linked to each child’s educational progress.
The game (currently called “The Guardians”) is being modeled/is a hybrid after the two most successful concepts in the gaming industry: agile gaming and pet collection.
By the time of the conference, we will be able to share a completed preference market research study, and an observational six week experiment with kids on the engagement metrics vs. traditional approaches