What is Consumer Insights?
Consumer insights research is learning about your consumer or gamer so that you and your team can make more informed decisions.
Understanding your audiences’ opinions and behaviors allows for strategic and creative thinking in order to improve your game, publishing strategy and marketing with your target audience in mind.
There are many types of data. Consumer insights provides the WHY and nuances about a particular audience. I’ve found that some of the nuances discovered in consumer insights research to be key ingredients in a game’s success.
FAQs about Consumer Insights
Why bother with consumer insights, when there is in-game data?
Consumer insights data is a very different type of data and comes at problem-solving from a different perspective. In-game data provides: this happened (eg: churn on a certain day). Consumer insights provides consumer opinion, which can explain or point to the why.
Without consumer input, guesses are made to what the issue is which can be timely and is a less directed approach. Consumer Insights research is complementary to in-game data in helping to improve results.
Why do consumer insights instead of User Acquisition A/B testing?
Consumer insights research and user acquisition A/B testing are very different methods of testing and should be used for different objectives and goals. One is not meant to replace the other.
With User Acquisition A/B testing, you get top-of-the funnel information in a “real” environment, the potential CPIs and CTR info that gauges cost and interest. As a former e-commerce marketer, I understand why this is important. But when key decisions are made like greenlighting a game, a more refined understanding is necessary.
Putting a survey post-click is one way to gain more information, but it doesn’t give the full picture. In this method, you receive the clickers, but what about those who did not click? Why did they not click? Is it the game, the title, the genre, the art style? Without the why, then it is guessing and hearsay.
Especially in the early stage of game greenlighting, you want as much “why” information from not just those who like it, but those who did not. This information can help to broaden your reach and improve the game from mechanics to art style to marketing. Remember that it’s not just about greenlighting. It’s also about making it a better concept and game.
Your game is more than a click. There are many nuances to what makes a game fun, engaging and something people want to come back to. Those nuances can make or break your game.
Should I do qualitative or quantitative research?
Qualitative and quantitative research are two different methods that are symbiotic and complementary to one another. Each has its strengths. Depending on the goals on a project both methodologies are applied to get the most out of both methods. (Usually qualitative, then quantitative)
Qualitative research is conducted in smaller numbers and usually involves interviewing participants for “in their own words” information. Because the participant is speaking, more in-depth and nuanced information is given.
Quantitative research is conducted usually in the form of a survey with quantitative sampling. Its aim is to measure and quantify opinions and behaviors. Quantitative research is enhanced when qualitative research has been done beforehand. This is because the qual has drawn out information that may not had otherwise been known through guessing.
Sometimes budget or timing is such that both qual and quant cannot be done. In these cases, objectives should be considered as to which may be more effective and goal setting is vetted in order to make the best path forward.
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