PhD Studentship - Applying Gamification to New Product Development

Loughborough University

Start date: 1st October 2018

Closing date: 6th April 2018


Primary supervisor: Professor Vicky Story

Secondary supervisor: Dr Sahar Mousavi

Loughborough University is a top-ten rated university in England for research intensity (REF2014) and an outstanding 66% of the work of Loughborough’s academic staff who were eligible to be submitted to the REF was judged as ‘world-leading’ or ‘internationally excellent’, compared to a national average figure of 43%.

In choosing Loughborough for your research, you’ll work alongside academics who are leaders in their field. You will benefit from comprehensive support and guidance from our Graduate School, including tailored careers advice, to help you succeed in your research and future career.

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Project Detail:

The ability to generate innovative product and service ideas and their subsequent development into high-quality offerings is vital to the continued success of firms. It is also well known that most innovations are developed in teams and the interactions among participants are crucial to the development of successful new offerings. While extant research has explored how ideas are generated and developed, less work has focused on how specific interventions into the team-based process can help. During the last decade, games have become an established part of entertainment, and people’s everyday lives. Our reality and lives are increasingly game-like, since activities and services are increasingly becoming gamified. Today, the use of game design elements and mechanics in a non-game context, referred to as 'gamification', appears in many industries, offering potential opportunities to improve the effectiveness of team-based innovation activities.

This PhD aims to empirically explore how the application of gamification can improve the outcome of firm’s new product development efforts. The exploration of gamification in this context, as an emergent phenomenon, lends itself to a case study methodology, and could involve both qualitative and quantitative data collection activities. Initial plans are to focus on innovation activities within the Automotive Industry.

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Entry requirements:

UK Masters degree (with average programme mark of no less than 65%) or International equivalent. English Language requirement of IELTS band 7.0 or above with not less than 7.0 in each component.

Funding information:

The studentship provides a tax free stipend of £14,777 per annum for the duration of the studentship plus tuition fees at the UK/EU rate. International (non EU) students may apply however the total value of the studentship will be used towards the cost of the International tuition fee.

Contact details:

Name: Professor Vicky Story, Professor of Marketing

Email address:

How to apply:

All applications should be made online at Under programme name, select Business School

Please quote reference number: SBE-VS18

Please upload all the supporting documents listed below:

  • A curriculum vitae
  • A 500 word personal statement explaining your interest in, and aptitude for, the topic of this research project. In particular we would like to learn about what qualities do you feel you can bring to the project.
  • 2-3 samples of writing such as MSc dissertation, journal or conference article, essays from your MSc degree
  • Copies of your transcripts/certificates
  • Two academic references.
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Midlands of England