services

Simply put, we provide answers to key business questions:

• Does our product appeal to the proper segments?
• Does our marketing convey the right message?
• Do customers prefer ours over competitors' products?
• What is the most appropriate package design?
• What are the features most important to our customers?
• Are there important issues that haven't we considered?
• How should our product be priced? How can we increase it?

deliverables

For a standard qualitative project (groups or interviews), we provide the following:

• Online project tracking
• Recruitment screener and on-site rescreener
• Project discussion guide
• Arrangements for facility rental
• Setup of any necessary hardware
• Respondent recruiting, including compensation
• Session moderation / interviews
• Post-research debrief
• Interactive final report (or PowerPoint)
• "Key findings" PowerPoint presentation
• Breakdown of respondent demographics
• Report presentation, if desired

Below is a list of the most common types of issues we explore. A typical project combines several of these areas. Want to know more? You can contact us [here].

tactical research

Idea generation

We use focus groups to stimulate new idea creation. This often takes the form of respondents dicussing problems they have with current games / hardware on the market, allowing Gaming Insight and clients to identify new opportunities that will have the most market potential.

Concepts & Features

An exploratory look into which product concepts most appeal to a target segment can save millions of dollars in wasted development. Feature testing and choice modeling allow our clients to prioritize resource allocation to areas that directly translate into higher sales.

Advertising & Copy

These projects gather feedback to the effectiveness and suitability of various promotional campaigns. This can be performed in the creative development stage (to identify key themes and resonant imagery), the layout stage (to recommend the most appropriate execution among several options), or the postadvertising stage (to examine the impact of a recently ended campaign).

Packaging

Consumer reactions are solicited on various packaging features to maximize shelf appeal and "pop." Common areas of investigation include: clarity, shelf impact, competitive analysis, and the success/failure of key communication goals.

Playtesting

We explore reactions to the first 30-90 minutes of gameplay. Player reactions to themes, interface, storylines, difficulty progression, dialogue, punishments, rewards, social factors, and other elements allow Gaming Insight to identify hotspots for rejection as well as opportunities to develop.

Customer Attraction & Retention

Exploration of this issue addresses a key business issue for subscription-based products -- "why are our customers joining/leaving?" In the case of churn studies, we typically recruit former users and probe their reasons for cessation. Exploratory research can be used to develop the system used to track renewals/cancellations and add statisitical validity to renewal/exit surveys.

strategic research

Competitive Positioning

Positioning studies identify the best way to communicate to target consumers about a specific product or service. General exercises include identification of brand strengths/weaknesses and then reactions to various new positionings. With these results our clients can develop a more relevant brand that builds on its existing strengths.

Attitude Studies

We gather information about consumer reactions to products, services, or categories as a whole. Areas of investigation commonly include perceived strengths, weaknesses, opportunities, memorable experiences, and other attitude drivers.

User Habits & Usage

This research seeks to reveal the occasions and ways in which a game or product is used. Commonly, issues such as frequency of use, location, motivation, social elements, strengths, and frustations are explored.

Customer Satisfaction

Research into satisfaction helps our clients generate internal report cards on their products/services and identify the most important elements to focus on improving.

Employee Attitude & Motivation

Internal explorations of employee motivation and frustrations can reveal organizational "hotspots" that reduce our clients' productivty. These audits generally cover emotional, financial, and operational issues within the work environment.

moderation services

For consultants, agencies, and organizations with internal research departments, we also provide research moderation-only at significantly less expense than a full project. A complementary written summary of the sessions are included.