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Gamers Study

Background

The client is a global VR company. They have designed some creative ideas in the early stages of development.

The objective for this research is to understand the strengths and opportunities of its brand in Japan. Specifically:

  • Understand how the creative resonates and why
  • Identify strengths and identify any optimizations / watchouts in the creative

Approach

The study was conducted through virtual in-depth interviews with 12 gamers in Japan from 3 different gamer segments: gamer elitist, steady gamer, and the play-to-win. They were also shown from stimulus of a storyboard and were asked to give their opinions and feedback.

Findings

The client found that

  • The creative message was well understood and well-liked
  • However, the main product takeaways/ product concept was still unclear
  • Hence the client was able to use the findings to further improve the product concept and other weak areas based on the feedback gathered from the gamers.

Application

Based on the findings from this study, our client had a better understanding of where they stand in the market against their competitors. They were also able to improve upon the product concept based on the feedback received from the respondents.

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