Fun scientists moving
playfully forward.
Our Play Philosophy
Our Play Philosophy
Understanding consumers
at play.
Since 2006, Interpret has been at the forefront of understanding why people play. We’ve developed a unique psychological framework, based on over two million consumer interviews, to uncover the deeper motivations that drive play preferences across various segments.
Our approach draws on an understanding of the brain’s evolution—from the most basic functions to complex social and emotional processes. We’ve refined this framework through experimental validation and by referencing key models of human motivation.
This framework guides our consumer segmentation and product testing, helping clients innovate with new ideas for games, toys, tech, and more. We’re committed to evolving our understanding of play as we continue to help brands create fresh, engaging experiences.
Concept
Somatic
Cognitive
Interpersonal
Motivator
Physical Needs
Stimulation Management
Decision Systems
Skill Development
Material Development
Map Development
Social Development (horizontal)
Leadership Development (vertical/hierarchical)
Aggression Catharsis / Expulsive
Our
Evolution
Since our inception we’ve been game researchers. While a narrower category in the beginning, as the years have passed, we’ve witnessed the explosive growth of games and game IP and have been there to help our publisher and developer clients diversify their audiences and product offerings as the category has expanded. At the same time, we’ve seen gaming become both a threat and an opportunity to other companies in media, entertainment, and technology. These companies are increasingly looking to games for vitality, relying on us to help them navigate this dynamic play space and, in turn, significantly expanding our own understanding of consumers at play.
