implicit Measurement through Games (iMG)

The iMG is of particular interest to researchers and companies that want to use games as unobtrusive measurement tools of attitude and user behavior to gain new insights in the area of imaging, population segmentation, assessment, recruitment, and community building. Implicit measurement with games can be a constant monitor of the positive or negative associations people have with a product, technology, or person and what other products, people, etc. should be presented with it. Each user its tailored Web site is what iMG eventually can lead you to.

CAMeRA is developing the Letter Beads game, with its first working prototype Letterblocks already up, running, and tested. Letterblocks is used in research and for the market. Principal iMG investigators: Ivar Vermeulen, Enny Das (both Communication Science), and Johan Hoorn.