If I ask you to picture a gamer, what do you see? Most people will imagine a man, in his 20s, using a games console or computer. It’s fair to say that the image exists for a reason – this ‘classic’ gaming demographic group is still a key chunk of the market and shows no sign of losing interest in the medium. However, gaming in 2016 is broad and complex; a ‘typical’ gamer may not exist.
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Definition: A usage and attitude (U&A) study involves research which aims to 'understand a market' and identify growth opportunities by answering questions on whom to target, with what and how. This fundamental type of study is useful for identifying the linkages among usage behaviours and opinions.
Definition: System 1 and System 2 refer to dual process theory (DPT) a class of general theories of higher cognitive processing such as reasoning. There have been 12 different theories of DPT over the past 40 or so years and the distinction between different types of thinking has been around for well over 150 years. DPT is structured around the idea of two 'systems' (1 and 2) and proposes that two forms of processing contribute to decision-making and observed behaviour:
Definition: In the market research world, the expression sensory testing is frequently misused to describe a product test where consumers are evaluating a product against sensory attributes. In other words a normal taste test, also called a product test. However in the scientific world, a sensory test is different from a consumer acceptance test. A better expression to use is Sensory Evaluation.
Definition: Purchase intent is one of the most long-standing and widely used measures in marketing research. Its use spans different types of research (new product testing, product testing, package testing, copy testing, ad touchpoint effectiveness, innovation and brand positioning, and loyalty).
Definition: In a broad sense, 'product optimisation' is any kind of change that leads to increased consumer liking of a product. More specifically, product optimisation is a tool of Ipsos ProductQuest which has a precise definition.
Definition: Pack testing involves evaluating packaging and can play a role from early stage development through to final validation. It's key that packaging is tested prior to any significant market activity given the risks associated with negative consumer reaction in particular.
Definition: Type of qualitative research that consists of structured discussion of a particular topic with a small number of selected participants (usually 5-9) (8 to 10 in the US). The discussion is guided by a skilled moderator who does not influence the outcome, but ensures that all the subject areas are discussed by the group and the views of the participants are as clear as possible. The length depends on the subject matter being discussed, e.g. complex subjects may be better discussed in 3 to 4 hours, whereas more simple ones in 2 hours.
Definition: Customer Journey Mapping is the process of graphically diagramming components or mapping comprehensively the journey or journeys customers take as they interact with organisations, whether those interactions are marketing communications, products, service experiences, or any combination (organisation-controlled or not) that impacts perceptions of the customer experience.