- Research for Games
- Games for Research
November 2, 2015 | Jason Anderson
From conceptualization to product launch, many aspects of new product development can benefit from market research data. Concept tests evaluate potential consumer response to a new game, and seek to answer questions about adoption, purchase likelihood, usability, or preference. It can help to determine which segments of the market find it most appealing, or relative appeal of alternative product ideas or features.
Concept tests can be designed and run to:
- Measure customer reaction and interest levels for new game concepts. Given brief descriptions of a new game or expansion, what is their initial reaction and likelihood of playing? Effective for measuring potential customer adoption rates.
- Determine what types of downloadable content are most desired for your game. Would they rather have new playable characters or new multiplayer maps? New weapons or more cosmetic options to personalize their character or avatar?
- Evaluate the ease of use of different user interfaces. Present screenshots of different elements of your game, such as navigation menus, heads up display (HUD), or maps, and get opinions about usability.
- Compare the appeal of different art styles. Show respondents screenshots that represent different art styles and ask for opinions about what kind of game they think it would be based on the art style or which art style they prefer.
- Evaluate pricing strategies. Describe different pricing scenarios to determine price elasticity and price sensitivity. What kinds of pricing are acceptable and tolerated with your target market?
With RapidPolls, you can run a quick concept test to a sample of active gamers. The advantages of running such a study through RapidPolls is that it uses a pre-screened sample of active gamers that can be grouped and segmented. You don’t have to waste questions (or people’s time) on screening, unless you have very specific screening requirements (for example, if you are testing concepts for a new downloadable content package for a specific game and only want to ask people who have played the base game, you may want to include a screening question asking what games they have played with your title as one of the options).
RapidPolls provides an easy entry into concept testing. Contact us to get started with your own video game concept study using RapidPolls.
October 26, 2015 | Jason Anderson
Launch day…when all the built-up excitement and anticipation about a title is finally released into the eager and waiting hands of your customers. Wouldn’t it be great to get a feel for their initial reactions to your game?
With RapidPolls, you can target your audience through a pre-screened group of active gamers. You just released a new Action RPG game for Xbox One? Target active gamers that play Action RPG video games on the Xbox One with a RapidPoll. Run the poll on your launch day, or 24-hours after launch, to get timely in-the-moment initial impressions of your release.
Your RapidPoll can have up to 10 questions, including open-ended response questions or multiple-choice questions (either single select or multi-select). This allows you to collect feedback for a variety of “Day One” questions, such as how or where they bought the game, how much they have played the game, initial satisfaction with the game, how likely they are to recommend the game, or what they liked best or worst about the game so far. You are only limited by your imagination (and the 10-question limit) in what you can ask these gamers.
RapidPolls is better able to meet quotas for a very specific gamer audience than a traditional panel provider. With a pre-screened and segmented population of nearly 500,000 active gamers in the US alone, you can quickly narrow your sample down to gamers that play a specific genre of games on a specific platform. Use one of your 10 questions as an additional screening question–for example, to target only gamers that have played your title—to really hone in on exactly the gamers you want.
A RapidPoll study could also be used to measure the pulse of the gaming community after major announcements or press conferences, such as E3. Want to know which announcements people really gravitated to and connected with after a major event? Run a RapidPoll overnight the same day as the event to see what stuck. A combination of open-ended questions to get their “off the top of their heads” responses and multiple choice questions to get focused feedback on certain announcements can lead to some valuable insights on the initial reactions and excitement of active gamers.
Have a milestone coming up? Contact us to get started with your own video game market research study.
October 19, 2015 | Jason Anderson
Monitoring specific metrics on a weekly basis can be an important element to a market research plan. It allows you to follow important trends for your game over time. With real-time information about behaviors, attitudes, and satisfaction with your game, you are better able to react to player trends and shifts.
Running a weekly RapidPoll is an easy and economical way to collect tracking data on your key metrics. It may be important to monitor brand health for a video game franchise by tracking awareness, satisfaction, and playing time each week. Viewing this data over time can provide direction about how the game is trending and how things such as new downloadable content packs impacts these metrics.
A RapidPoll can contain up to 10 questions. Running the same questions every week gives you time series data that allows you to see how those metrics change over time. This makes running a tracking poll using RapidPolls very simple:
- Define your target audience. Do you want to measure the broader audience of all gamers, or hone in on a specific type of gamer, such as First-Person Shooter gamers that play video games at least once a week and own a PlayStation 4? Streamlining your audience can eliminate the need for some screening questions and provide focus to formulating your questions.
- Determine the key indicator metrics you want to track for your game. For example, this could be awareness, weekly playing time, time watching streamed gameplay, or spending behavior.
- Formulate questions to gather the desired data for the key indicator metrics. You can use a variety of question types, but for tracking metrics, multiple-choice or ranking questions or possibly open-ended numeric entry questions are better than open-ended text entry questions.
- Schedule the RapidPoll to run weekly, or at whatever time interval is desired (you could run a monthly tracking poll instead if weekly is too often, for example).
Once the study is designed and the initial survey (up to 10 questions) is ready, the survey gets automatically fielded each week. The same survey with the same questions is distributed to a random sample of the specified target audience to meet your sample size requirements for each week. You can view results for each week’s survey individually, or view the results as a time series.
RapidPolls makes it easy to conduct a tracking poll to a targeted segment of active gamers. Contact us to get started with your tracking survey today!
October 12, 2015 | Jason Anderson
How aware are gamers of your game? How many have actually played it? These metrics are an important part of any marketing plan and should inform further marketing strategies. But it can be difficult reaching the appropriate audience. Running a full marketing research study can take time, with survey programming, recruiting participants, fielding the study, and analyzing the results. What if there was an easier way to gather game awareness data for your title and several benchmarked competitive titles that could return data within a week?
With RapidPolls, you can quickly run a short study of up to 10 questions to a pre-screened representative sample of active gamers. The sample can be defined and specified by as many attributes as you like from a range of demographic, behavioral, and usage attributes. A basic game awareness study could be as simple as one or two multi-select questions:
- Which of the following games have you heard of?
- Which of the following games have you played before?
Options for each would be your game title that you are testing and several benchmarked competitive games. The purpose of the benchmarks is to serve as context: are you faring better or worse than other titles?
From these two simple questions, you can get data about game awareness and playing history, benchmarked against other competitive games of your choice. Because the sample is pre-screened, data can be segmented on a number of demographic and other attributes, such as platforms owned, genre preferences, or eSports participation.
This can also be used to determine a usage or incidence rate. Suppose you are planning a larger study of people that have played your game and need to know what the incidence rate might be from a panel provider (and by extension, how expensive it’s going to be to recruit those players). A quick one-question RapidPoll of 500 gamers from your desired segment can provide a reasonable (and economical) estimate for an incidence rate to expect.
RapidPolls can be a versatile tool in your Swiss Army knife of market research tools. Game awareness is just one possible application of the RapidPolls service. Contact us to get started with your own video game market research study.
September 3, 2015 | Jason Anderson
RapidPolls is a service provided by Insights Meta to enable quick and easy reach to a gamer-focused audience. It features nearly 500,000 gamers, pre-screened and segmented for platform usage, genre preference, eSports involvement, demographics, and more. Read More >