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Introduction

This study was divided into two phases, both including recruitment and moderation.

The first phase included a 7-days online bulletin board with an all-male audience, aged between 11-35, whom played video games on a daily basis, owned Nintendo Switch and were not rejectors of Ubisoft games.

As this project involved recruitment of parents and young children, we allocated additional fieldwork time, in order to ensure that we invited interesting, elaborative and active individuals.

Once the online bulletin board was finalised, the client was able to return to our respondents with further questions and ensure the answers provided by respondents were understood by the team.

The second phase involved 24 respondents (6 x 4 FGDs), plus 10 IDIs, of a similar criteria and demographics as the first phase, owning a PlayStation4 or Xbox One.

By recommending triangulation as our strategy, the client was able to analyse more platforms and receive feedback from a wider audience, with a diverse range of backgrounds.

Every respondent’s experience was unique, and provided both the client and our team with useful behaviour analysis and an in-depth review of “next generation” gamers’ profiles.

Client

Ubisoft

Market

United Kingdom

Methodology

OBB + FGD

Sample Size

100

Sector

B2C – Gamers

Incentive

£100

 
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