Ipsos Vantis Predicts the Big Game Winner for US 2010 Holiday Season: Xbox Kinect
Ipsos Vantis' technology analysts have the breadth of experience and understanding of the market to accurately predict the success or failure of the newest offerings in the video games category. With all eyes on the holiday season and announcements from major brands forthcoming, Ipsos leverages its proprietary research from the Vantis Files to understand acceptance of new product and service offerings to see which platforms consumers embrace.
In a recent research wave of Vantis*Express - an on-demand research service that tests new products and services - Ipsos Vantis tested Xbox Kinect (using two different communication styles) and the Sony PlayStation Move.
Let the Games Begin
Results reveal it will be a close fight between the Sony PlayStation Move and Xbox Kinect. Despite a significant difference in usage method, a similar number of respondents claimed that they definitely or probably would buy either platform. Kinect wins on two important dimensions that are predictive of market success: uniqueness and believability. Given a new usage experience, one might expect some level of skepticism among respondents for Kinect. Surprisingly, though, Kinect excels on both uniqueness and believability vs. other tech products in the Vantis database. PS Move is rather weak on both dimensions.
While there are a lot of factors other than consumer appeal that influence demand, the underlying potential for Xbox Kinect looks very good.
Communicating the Right Message is Essential
Microsoft's Kinect offers several features such as voice commands, hand gestures and the ability to communicate with friends and family. Vantis tested two ways to serve up all these benefits. The key for Microsoft is to remain focused on the primary differentiating aspect of Kinect, i.e., "no controller required". Needlessly adding more messages around features and applications may result in the dilution of the critical consumer communication. This dilution is magnified to the point that the Buzz Power for Kinect drops from an impressive top 20 percentile to a dismal below average. The strength of Kinect lies in its simplicity of use.
Ipsos Vantis' Pick
If Microsoft can keep its communications simple and single minded, it looks to have the lead in next generation controllers.
About Vantis Files
The results in this news release reflect some of the findings from Ipsos online surveys conducted as part of a Vantis Files project among U.S. consumers.
Vantis Files (VF) is a syndicated service focused on the technology, durable goods, financial services and healthcare sectors and is designed to provide insights into the market potential for new products and services early in the product development and launch cycle. VF draws on Vantis' forecasting heritage, extending over 30 years and tied into the largest normative database of its kind. Each quarter Ipsos Vantis fields an online, omnibus survey among consumers to assess market potential of new product and services concepts.
For more information on this news release, please contact: Supriya Chabria Account Manager Ipsos Vantis (212) 584-9247 [email protected]
About Ipsos Vantis
Ipsos Vantis specializes in helping companies win more and win bigger with their product innovations in sectors outside fast moving consumer packaged goods.
Clients work with us to stress test ideas, predict demand, optimize features and pricing, and assess the return on marketing investment on new product ideas and changes to existing products. Ipsos Vantis is a unique specialization with a database containing 20 years of forecasting validations, exceeding 20,000 observations of concept test data in sectors such as health and pharmaceuticals; technology and communications; energy and utilities; B2B industries; telecommunications; consumer electronics; durable goods; and consumer products.
Ipsos Vantis is an Ipsos company, a leading global fact-based market research group. To learn more, visit www.ipsos.com
About Ipsos
Ipsos is a leading global survey-based market research company, owned and managed by research professionals. Ipsos helps interpret, simulate, and anticipate the needs and responses of consumers, customers, and citizens around the world.
Member companies assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media. They measure public opinion around the globe.
Ipsos member companies offer expertise in advertising, customer loyalty, marketing, media, and public affairs research, as well as forecasting, modeling, and consulting. Ipsos has a full line of custom, syndicated, omnibus, panel, and online research products and services, guided by industry experts and bolstered by advanced analytics and methodologies. The company was founded in 1975 and has been publicly traded since 1999.
In 2009, Ipsos generated global revenues of e943.7 million ($1.31 billion U.S.).
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