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This was my final deliverable for my Market Research class at Boston University. We had a little more than a month to conduct 2 focus groups, send out well-thought out surveys, and then synthesize our findings to meet the scope requirements of our client. You can see how they\’ve transformed the original game here: http://thetaplab.com/
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work.play.sleep
Team 3 (LuAlcusRheePan )Fred Lu, Matthew Alcus, Peter Rhee, Victor Pan
Presents
AgendaBackground
Management Problems
Research Problem
Research MethodologyFocus Groups, Online Questionnaires
Research Conclusion
work.play.sleep.
• Corporate belief: to develop an array of awesome applications that sync with a mobile lifestyle.
• “blur the lines between work, play, and sleep”
• Releases a location-based mobile game which allows you to own virtual property.
Competitive Environment
• App market is saturated with location-based programs
• Marketing research data in high demand
Management ProblemsDuring alpha-testing…
A competitor took the idea
The name Duality…
Was taken
Management needed to find out…
Who was interested in their app
What to improve on after alpha testing
How to reach their target audience
Research Problems
Management Problem
Who was interested in their app
How to reach their target audience
What to improve on after alpha testing
Find a good name for the game
Research Problem
Define work.play.sleep target market
Determine the optimal mediums to communicate product benefits to the target market
Determine in-game upgrades with greatest added value to consumers
Generate a list of potential game titles
Research Problem
Define work.play.sleep target market
Determine the optimal mediums to communicate product benefits to the target market
Determine in-game upgrades with greatest added value to consumers
Generate a list of potential game titles
Methodology
Focus Group
Questionnaires
Research Methods
Only invited alpha-testers of Duality
Focused on game improvements and word of mouth processes
Alpha testers had difficulty generating creative names
Indicated points to strengthen and clarify on the survey.
Focus Group
Convenience sampling through online questionnaires, N=140TimelyCost efficientClient believed information would be “good enough”
Respondents mostly ages 18-26, 51/49 M:F ratio, and mostly lived in Boston
Incidence rate of 35.7% after mortality
Results are subjective to sampling frame error, measurement bias, and non-response bias
Online Questionnaire
Working Professional 20%
College Student
78%
High School Student2%
What is Your Current Occupational or Educational Status?
Findings: Target Market
Client was interested in the behavior of college students and working professionals
Definitely Will Buy Probably Will Buy Total0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
4.44%
48.89%
53%
3.13%
31.25%34%
Gender vs Purchase Intent
MalesFemales
Purchase Intent
Perc
enta
ge
Findings: Target Market
Male respondents reacted more positively to the game concept than female respondents
Findings: Target Market
48.78% City dwellers expected the App Market
66.67% Non-city dwellers expected WOM
Other
Health
care
& F
itnes
s
Life
style
Busin
ess
Educ
atio
n
Spor
ts
News
Utiliti
es
Mus
ic
Socia
l Net
wor
king
Games
2%
28% 30% 33% 37% 37%52% 52%
62%
86%100%
What types of applications do you down-load,
if any?
Findings: Target Market
Social Networking, Music, Utilities, and News application ads are easier to reach gamers
Findings: Best Communication Mediums
Word of Mouth and availability in the App Market are the key drivers to finding and downloading apps.
Tycoon (4)
Hometown Tycoon
City Tycoon
Real Estate Tycoon
Metro Tycoon
Empire (8)
Metro Empires
Urban Empires
Real-Estate Empire
Real (7)
Metro (9)
Metro Empires
Metro Tycoon
Metropoly
Metropolize
City (29)
RealCity
City Tycoon
Cityopoly
Findings: Best Communication Mediums
Participants generated keywords related to game concept through name suggestion.
Findings: Best In-game UpgradesPlayers should be able to… Strongl
yAgree
Agree
NeitherAgree
Disagree
Disagree
Strongly
Disagree
I Don’
t Know
N
purchase in-game money with real money 1
12
15 11 15 2 54
purchase point packages in the game. 1 18 15 9 11 2 54
buy in-game items that attack and defend with real
money1 14 16 11 12 2 54
purchase items that increase the property value with real
money.2 16 15 8 13 2 54
customize the upgrades of properties important to me. 12 26 12 4 1 1 55
customize in game character 15 22 10 5 3 1 55get discounts and coupons
from stores checked in 19 19 12 2 1 3 53
get recognition for in-game achievements 11 14 25 4 1 1 55
Values 5 4 3 2 1 0
Findings: Best In-game UpgradesThe level you agree/disagree that… Mean St. Deviation 95% St. Error
Players should be able to purchase in-game money with real money 2.50 1.19 0.32
Players should be able to purchase point packages in the game. (e.g. $1 for 500 in-game currency, $2 for 1000 and so on for in-game upgrades
and items)
2.80 1.16 0.31
Players should be able to buy in-game items with real money. (Items are used to defend from or attack other players)
2.65 2.87 0.77
Players should be able to purchase items that increase the value of their property with real money.
2.74 1.23 0.33
Being able to customize the upgrades of my properties would be important to me.
3.80 0.93 0.25
Having more customizations of my in game character would be important to me. 3.75 1.13 0.30
Getting discounts and coupons to stores I check into would be important to me. 4.00 1.11 0.30
Being recognized for my in-game achievements would be important to me. (e.g. rankings or awards) 3.55 0.96 0.25
In-game improvements that involved real money were not popular
Participants wanted more game-play and function upgrades
Findings: Best In-game Upgrades
The more you play, the more you think it is unfair that players can “cheat” by spending more money.
Model Summary
Model R R Square Adjusted R Square
Std. Error of the
Estimate
1 .424a .180 .170 .690
a. Predictors: (Constant), 10. Please choose the level in which you agree or
disagree with the following statements.-Being able to customize the upgrades
of my properties would be important to me.
Coefficientsa
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig.B Std. Error Beta
1 (Constant) 2.063 .155 13.295 .000
10. Please choose the
level in which you agree
or disagree with the
following statements.-
Being able to customize
the upgrades of my
properties would be
important to me.
.255 .058 .424 4.439 .000
a. Dependent Variable: 12. Based on your answer in Question 10, what would be your purchase intent?
Findings: Best In-game Upgrades
Being able to customize character, upgrades of properties, and having in-game achievements impacted purchase intent
Upgrades vs Purchase Intent
Very little of purchase intent can be explained by upgrades
Recommendations
1. MyCity
2. Metropoly
3. Mad Props (Property)
Findings: Potential Game Titles
Title should have keyword(s) that help memory retention of the game
Management Problem
Research Problem
Methodology
Findings
Research Conclusion
Genders have different levels of interest in the game.
Demographics impact consumer search processes. (Urban vs Rural)
In-game improvements that involved real money will not popular be popular in general, especially to heavier gamers.
Incorporate more customizability on character avatars, property upgrades, and improve achievement board.
Names like MyCity help consumers identify and relate to a hard to get concept.