Yep, I play Pokémon Go. I take joy walking around the neighborhood and in strange towns catching a Pinsir, Ponyta, or Growlithe or two (though I have to put up with those pesky Ekans, Paras and Spearows). You see, I play Pokémon Go for …er, um,… research purposes. I can’t help but to imagine how organizations can leverage “augmented reality[1],” the secret sauce behind Pokémon Go, to deliver analytic insights and recommendations to key business constituents in a way that is more direct and actionable (not to mention measurable).