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Location Based App Market Research

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Location Based App Market Research

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This was my final deliverable for my Market Research class at Boston University. We had a little more than a month to conduct 2 focus groups, send out well-thought out surveys, and then synthesize our findings to meet the scope requirements of our client. You can see how they\’ve transformed the original game here: http://thetaplab.com/

This was my final deliverable for my Market Research class at Boston University. We had a little more than a month to conduct 2 focus groups, send out well-thought out surveys, and then synthesize our findings to meet the scope requirements of our client. You can see how they\’ve transformed the original game here: http://thetaplab.com/

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Location Based App Market Research

  1. 1. Team 3 (L A R P ) u lcus hee an Fred Lu, Matthew Alcus, Peter Rhee, Victor Pan Presents work.play.sleep
  2. 2. Agenda  Background  Management Problems  Research Problem  Research Methodology  Focus Groups, Online Questionnaires  Research Conclusion
  3. 3. work.play.sleep. • Corporate belief: to develop an array of awesome applications that sync with a mobile lifestyle. • “blur the lines between work, play, and sleep” • Releases a location-based mobile game which allows you to own virtual property.
  4. 4. Competitive Environment • App market is saturated with location-based programs • Marketing research data in high demand
  5. 5. Management Problems  During alpha-testing… A competitor took the idea  The name Duality… Was taken  Management needed to find out…  Who was interested in their app  What to improve on after alpha testing  How to reach their target audience
  6. 6. Research Problems Management Research Problem Problem Who was interested in Define work.play.sleep target their app market Determine the optimal mediums to How to reach their communicate product benefits to target audience the target market What to improve on Determine in-game upgrades with after alpha testing greatest added value to consumers Find a good name for Generate a list of potential game the game titles
  7. 7. Research Methods Research Problem Methodology Define work.play.sleep target market Determine the optimal Focus Group mediums to communicate product benefits to the target market Determine in-game upgrades Questionnaires with greatest added value to consumers Generate a list of potential game titles
  8. 8. Focus Group  Only invited alpha-testers of Duality  Focused on game improvements and word of mouth processes  Alpha testers had difficulty generating creative names  Indicated points to strengthen and clarify on the survey.
  9. 9. Online Questionnaire  Convenience sampling through online questionnaires, N=140  Timely  Cost efficient  Client believed information would be “good enough”  Respondents mostly ages 18-26, 51/49 M:F ratio, and mostly lived in Boston  Incidence rate of 35.7% after mortality  Results are subjective to sampling frame error, measurement bias, and non-response bias
  10. 10. Findings: Target Market What is Your Current Occupational or Educational Status? High School Student 2% Working Professional 20% College Student 78%  Client was interested in the behavior of college students and working professionals
  11. 11. Findings: Target Market Gender vs Purchase Intent 60.00% 53% 50.00% 48.89% 40.00% 34% Percentage 31.25% 30.00% Males Females 20.00% 10.00% 4.44% 3.13% 0.00% Definitely Will Buy Probably Will Buy Total Purchase Intent  Male respondents reacted more positively to the game concept than female respondents
  12. 12. Findings: Target Market  48.78% City dwellers expected the App Market  66.67% Non-city dwellers expected WOM
  13. 13. Findings: Target Market What types of applications do you download, if any? 100% 86% 62% 52% 52% 33% 37% 37% 28% 30% 2%  Social Networking, Music, Utilities, and News application ads are easier to reach gamers
  14. 14. Findings: Best Communication Mediums  Word of Mouth and availability in the App Market are the key drivers to finding and downloading apps.
  15. 15. Findings: Best Communication Mediums Real (7) City (29) RealCity Empire (8) City Tycoon Metro Empires Cityopoly Urban Empires Real-Estate Empire Tycoon (4) Metro (9) Hometown Tycoon Metro Empires City Tycoon Metro Tycoon Real Estate Tycoon Metropoly Metro Tycoon Metropolize  Participants generated keywords related to game concept through name suggestion.
  16. 16. Findings: Best In-game Upgrades Players should be able to… Strongly Agre Neither Disagree Strongly I N Agree e Agree Disagree Don’t Disagree Know purchase in-game money with 12 15 11 15 2 54 real money 1 purchase point packages in the game. 1 18 15 9 11 2 54 buy in-game items that attack and defend with real money 1 14 16 11 12 2 54 purchase items that increase the property value with real money. 2 16 15 8 13 2 54 customize the upgrades of properties important to me. 12 26 12 4 1 1 55 customize in game character 15 22 10 5 3 1 55 getdiscounts and coupons from stores checked in 19 19 12 2 1 3 53 get recognition for in-game achievements 11 14 25 4 1 1 55 Values 5 4 3 2 1 0
  17. 17. Findings: Best In-game Upgrades The level you agree/disagree that… Mean St. Deviation 95% St. Error Players should be able to purchase in-game money with real money 2.50 1.19 0.32 Players should be able to purchase point packages in the game. (e.g. $1 2.80 1.16 0.31 for 500 in-game currency, $2 for 1000 and so on for in-game upgrades and items) Players should be able to buy in-game items with real money. (Items 2.65 2.87 0.77 are used to defend from or attack other players) Players should be able to purchase items that increase the value of 2.74 1.23 0.33 their property with real money. Being able to customize the upgrades of my properties would be 0.93 0.25 3.80 important to me. Having more customizations of my in game character would be important 1.13 0.30 3.75 to me. Getting discounts and coupons to stores I check into would be important 1.11 0.30 4.00 to me. Being recognized for my in-game achievements would be important to me. 0.96 0.25 3.55 (e.g. rankings or awards)  In-game improvements that involved real money were not popular  Participants wanted more game-play and function upgrades
  18. 18. Findings: Best In-game Upgrades  The more you play, the more you think it is unfair that players can “cheat” by spending more money.
  19. 19. Findings: Best In-game Upgrades Upgrades vs Purchase Intent Model Summary  Being able to customize Std. Error of the Model R R Square Adjusted R Square Estimate character, upgrades of 1 .424a .180 .170 .690 properties, and having in- a. Predictors: (Constant), 10. Please choose the level in which you agree or game achievements disagree with the following statements.-Being able to customize the upgrades of my properties would be important to me. impacted purchase intent Coefficientsa Standardized  Very little of Unstandardized Coefficients Coefficients purchase intent Model B Std. Error Beta t Sig. can be 1 (Constant) 2.063 .155 13.295 .000 explained by 10. Please choose the level in which you agree upgrades or disagree with the following statements.- Being able to customize .255 .058 .424 4.439 .000 the upgrades of my properties would be important to me. a. Dependent Variable: 12. Based on your answer in Question 10, what would be your purchase intent?
  20. 20. Findings: Potential Game Titles Recommendations  Title should have keyword(s) that 1.MyCity help memory retention of the 2. Metropoly game 3. Mad Props (Property)
  21. 21. Research Conclusion  Genders have different levels of interest Management in the game. Problem  Demographics impact consumer search processes. (Urban vsRural) Research Problem  In-game improvements that involved real money will not popular be popular in general, especially to heavier gamers. Methodology  Incorporate more customizability on Findings character avatars, property upgrades, and improve achievement board.  Names like MyCity help consumers identify and relate to a hard to get concept.

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