HCD Research Opens Video Game MR Division

US-based HCD Research has launched a video game research division, combining neuroscience tools and traditional research methods to probe consumers' subconscious and cognitive response to video game concepts; andh as hired game development exec Josh Drescher to lead it.

Drescher, who will be based in Austin, Texas, has worked as a producer, designer and creative director and brings more than a decade of game development experience across PC, Mac, console and mobile platforms. He has also worked closely with marketing departments, on products including Warhammer Online, Dark Age of Camelot and Second Chance Heroes; and has served as a lecturer and adviser for the Game Design departments of George Mason University and the University of Alabama Huntsville.

HCD launched two new divisions last year, one with a political and social focus; and one targeting Flavor and Fragrance market research clients - both use a combination of psychophysiology / neuroscience methods and traditional cognitive research tools. Three months ago, it introduced the integrated services across China.

Web site: www.hcdi.net .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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