Blauw Rolls Out GameChanger Co-Creation Tool

Online qual specialist Blauw Research has launched a new co-creation tool called 'GameChanger', designed to draw increased insights, ideas and innovations from brand advocates in a focus group setting.

At the core of this is the firm's interactive co-creation approach, Design Game, which uses free association techniques to encourage participants to come up with ideas and concepts. Taking the form of a team game, the system pits one side against another to produce ideas which win set challenges, all against the clock.

According to Blauw's UK Research Director Arthur Fletcher, combining the influence of brand advocacy with the innovation of Design Game, Gamechanger is providing a new wave of thinking. He explains: 'All participants have great fun, the researcher plays 'Gamesmaster' and the respondents are 'team players' - even clients can watch or join in. In recent projects we have developed new advocacy marketing strategies and generated some great ideas for online slot games. We haven't yet come across a qualitative enquiry where Gamechanger doesn't work.'

Founded in 1993, Blauw is headquartered in Rotterdam, with additional offices in London, UK, and Nürnberg, Germany. The company is online at: www.blauw.co.uk .