Including body language to understand consumers

In an increasing number of domains, game-based learning is gaining traction. Could a more active approach to discussing a topic also be beneficial for focus groups in sensory & consumer research?

Catherine Leclercq and Fiorella Sinesio from the ESN member Centre for Food and Nutrition, Council for Agricultural Research and Economics (CREA-AN), Italy, decided to put this idea to the test.The study, funded by an ESN grant, has just been published in Applied Environmental Education & Communication.

 

A group of participants involved in game-based learning in Lazio, Central Italy. (Photo: Elisabetta Toti)

 

Exploring the use of game-based experiential workshops to complement focus group discussions toward more sustainable food systems

The Question: Traditional focus groups heavily rely on cognitive reflection. Could a method that also includes intuition and emotions help answer relevant questions in the area of sustainability?

The study: The research team explored the power of game-based experiential workshops alongside traditional focus groups in uncovering drivers and barriers to environmentally sustainable food systems. The study design involved 21 people in a focus group and 19 in a game-based learning workshop in Lazio, Central Italy. The workshop included games, theater, and insights through body language.

The result: The dynamic nature of game-based workshops allows capturing non-verbal cues, enhancing the understanding of participants' perspectives. Game-based workshops can outperform focus groups in diagnostic potential. Let's continue exploring innovative ways to achieve sustainable development goals!

The research team: Catherine Leclercq, Anna Saba, Elisabetta Moneta, Nicoletta Nardo, FaustNatella, Marina Peparaio, Eleonora Saggia Civitelli, Elisabetta Toti, Fiorella Sinesio Centre for Food and Nutrition, Council for Agricultural Research and Economics (CREA-AN), Rome, Italy.

 

“Exploring the use of game-based experiential workshops to complement focus group discussions toward more sustainable food systems.” Catherine Leclercq, Anna Saba, Elisabetta Moneta, Nicoletta Nardo, Fausta Natella, Marina Peparaio, Eleonora Saggia Civitelli, Elisabetta Toti & Fiorella Sinesio (2023) Applied Environmental Education & Communication, Opens external link in new windowDOI: 10.1080/1533015X.2023.2270490

This post was published on 6.12.2023

 

 

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