Real insights and intelligence brought alive by human expertise
Case study : Assessing the smartphone gaming preferences and perceptions
BACKGROUND
- The client a top 10 global smartphone vendor wanted to understand the attitudes and preferences of active gamers towards smartphone gaming, in 5 of their key focus countries.
- Based on this research the client wanted to relook at the specifications for future products and go to market plans.
METHODOLOGY
- Primary market research covering active gamers in the 5 countries covering gamers, with a sample size of 500 / country.
- The primary MR was augmented and supplemented with social media intelligence and desk research.
- Deeper desk research was carried out to understand competition and their messaging around gaming capabilities.
- Specific analytical models were used to bring insights to life.
OUTCOME
- Study revealed that 72% of active gamers (who play on consoles or PCs or both) also play on smartphones. However, serious gamers perceive mobile gaming as an inferior experience.
- Client was able to identify key areas to focus on from NPD and GTM messaging perspectives and take actions.