Betty Adamou is the Founder of Research Through Gaming, Author of Games and Gamification in Market Research (Kogan Page Publishing, 2019), and a serious game designer specializing in market research and marketing.Adamou is the inventor of ResearchGames™ (a new research methodology) where she designs games as instruments for consumer research on behalf of Fortune 500 brands. She is frequently invited to give keynote presentations and university guest lectures to share her business cases,expertise and research to a global audience.Betty has been voted “1 of 7 women shaping the future of market research” and is a multi-award winning entrepreneur and innovator, including the NGMR Disruptive Innovator and Enfield Entrepreneur of the Year awards. She has been noted both as a ‘pioneer’ and ‘revolutionary’ in the research field and is frequently voted as a top researcher and researcher of influence. Adamou is regularly interviewed to share her unique work and customers success stories, including several newspapers and magazines, podcasts and radio stations (including BBC Radio). She notes her greatest achievements as climbing Hong Kong’s Lantau Peak, writing a book, and achieving a 97% completion rate among teenage audiences.Research Through Gaming is based in the UK and since its inception in 2011, has worked with a diverse range of global brands, and has been in the GRIT Top 50 Most Innovative firms twice.