Research Background:
A top brand from the life science industry reaches out to us for a segmentation research that will help quantify the motives, values, and profiles of their customers in China & India observed from a qualitative discovery. In addition, the research has to clearly lay out the entire customer purchase journey and to identify key decision factors that drive brand loyalty.
Methodology:
A mixed methodology combining both online survey and CATI are conducted considering the fact that our target respondents are mostly busy academics and professionals who are usually hard to reach.
Data Collection:
We apply strict data validation methods to ensure data quality and integrity, including identifying possible duplicates, deleting data that doesn’t make sense and/or those with possible response biases.
Analysis & Reporting:
Different segmentation techniques such as factor/cluster analysis (PCA, DFA) and latent class models are tried and the results are compared to help determine a better segmentation approach. Predicted classification results are also mapped onto the pre-defined segments to reveal the gap. In addition, to visually display top decision factors on each customer touch point during their purchase process, quadratic mapping of stated vs. derived analysis and derived driver analysis are further conducted. The mapping clearly illustrates what drives customer satisfaction and brand loyalty on each touch point and how our client stands against competitors.
Research Background:
This research is to help a top brand in the gaming industry conduct a thorough analysis of the China/Japan gaming market. Key questions to address include:
- Who are Chinese/Japanese gamers of various sorts
- What are their different needs and motives for playing games (PC vs. console vs. mobile)
- What attitude and opinions does each user segment have towards gaming
- How to target each user segment with the right products and through appropriate marketing/purchase channels
Methodology:
A number of mini focus groups are conducted in 2 cities in China & 1 city in Japan. Respondents are gamers mix of gender, age, gaming device usage, & in-game purchase.
Recruitment:
All respondents we recruit go through a triple screening process by the recruiter, the researcher manager over the phone, & by the moderator on site. We recruit 20% more than what is needed and our moderator evaluates each of the participants to select those who are best for the study. Each respondent has to show their ID and sign the confidentiality agreement before they are admitted to the interview room.
Facility:
All the facilities we use are typically located in the city centers with convenient public transportation access. The facilities are equipped with high quality audio and video systems and we ensure that all the videos be delivered to our clients within 24 hours after the fieldwork. The observation room can usually hold up to 10-15 clients comfortably. A simultaneous translator will be provided for clients who request language support.
Moderator:
All our moderators are either academically trained and/or have been working in the market research industry for at least 5 years. They are fluent in both Chinese and English, and they must have certain vertical specific knowledge and/or related project experience to be assigned to a study.
Research Impact:
The research provides a comprehensive view of the China/Japan gaming market in regard to various gamer segments, their gaming motivations and attitudes, which facilitates our client’s understanding of the local markets and helps design a segmentation project that follows.
