DervalResearch: Learning neurosciences and luxury marketing without even noticing it

AMSTERDAM, The Netherlands–(BUSINESS WIRE)–Learning neurosciences and luxury marketing without even noticing it.
This is the idea of DervalResearch new interactive game City of Mystery.
While exploring Amsterdam, and solving a mystery, participants will
discover at their own pace the latest advances in neurosciences, user
experience (UX), and luxury management. No prior knowledge is required
to follow this educational adventure.

The game was designed by Prof. Derval, Chair of DervalResearch, Harvard
Business Review contributor, and neurosciences lecturer at Sorbonne
Health MBA and Donghua University, following itself 9 principles of
sensory immersion:

1. Using the vocabulary and tone of the learner

2. Presenting information in its context

3. Adapting the content to different types of learners

4. Developing a relaxed animated print design to facilitate the
absorption of knowledge

5. Connecting with existing and familiar knowledge

6. Talking about topics that engage learners to increase their

7. Capturing and retaining attention throughout the game with a mystery
to solve in the background

8. Validating the knowledge acquired with a test and a certificate

9. Deepening the learnings with additional readings

“When creating City of Mystery, we were inspired by Japanese popular
OTOME, story-based video games, and thought their flow was perfectly
adapted to the new learning experience we wanted to propose”, highlights
Prof. Derval.

Accessible via the Internet on mobile, tablet, and PC, this first season
of City of Mystery is designed for professionals, students, and curious
minds who want to take advantage of their micro-moments of availability
throughout the day to learn more about human behavior without getting
lost with complicated reading.

The 8 episodes of season 1 on Amsterdam, with a total duration of
approximately 66 minutes, are offered to 50k+ professionals and students
from Paris to Shanghai, in partnership with corporations, universities,
and business schools.

“The serious game developed by DervalResearch is an ideal tool, that
allows to explore a complex discipline such as neuromarketing or luxury
anthropology, through a series of fun and interactive adventures,”
highlights Jean-Baptiste Andreani, Director of IFA Paris luxury and
fashion business school. “The learners are in control of their
experience, which breaks the stereotypical and unilateral teaching
approaches we know. City of Mystery is a great example of “Blended
Learning” that is particularly effective for next-generation learners.”

City of Mystery just entered Fast Company’s 2019 Innovation by Design
Awards, in the Learning category.

About DervalResearch

With groundbreaking tools like Hormonal Quotient®, Sensory GeoMaps®,
Persona Quest®, Wait Marketing, Derval Color Test®, or Sensory Lab®,
DervalResearch scientists help brands develop the right user and
learning experiences.

Link to the City of Mystery game:

City of Mystery on Instagram: @cityofmysterygame

City of Mystery on Facebook:


Prof. Diana Derval 戴安娜, PhD, Executive MBA
Research Director and Author
Mobile +49 151 2009 5344

241 | 1016EA Amsterdam – The Netherlands
Tel +31 202 202 127 |

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