Case Studies
Case Study 1
The Problem:
The client had a long and successful heritage of offering entertainment products including video games. They wanted to better understand the current market in order to help identify new products and create effective marketing strategies. As a result, they needed to find a new way of looking at their customers.
Our focus was to develop a new segmentation model in order to provide a clear and comprehensive profile of the consumers in each market segment.
What We Did:
- Provided recommendations on who to target, what they want, and how the client’s current products and competitive offers met their needs.
- Delivered a comprehensive segmentation model based on the emotional and rational values and experiences consumers look for in gaming
- Created a tool to help classify consumers into appropriate segments
- Quantified the size of the total market and each segment (both in dollars and units)
- Provided an in-depth profile of gamers identifying the values, habits, media usage, personalities, and influencers relevant to each consumer segment
- Measured the relevance/importance of specific game features, so production teams could focus resources on the features that mattered most
- Identified white space opportunities for future products
The Results:
Results from our research are guiding current and future product development and re-shaping strategic marketing plans.
Our recommendations have been shared with senior executives and are being used as a core part of the company’s strategy. Future product development is now more efficient and effective due to the understanding of each target segment.
