intelligent
// SCALING UP //
HEN SHOULD A brand invest
W in consumer research ? It ’ s often something start-ups want to do but don ’ t always make a priority – as was the case at Big Potato Games , makers of board games like Mean Girls , Rolling Stone and Blockbuster .
While Head of Marketing Becky McKinlay had long desired insight into the brands ’ target consumers , she hadn ’ t previously had the budget . That changed when a new Managing Director came on board and agreed to an extensive consumer profiling piece , both in the UK and in the US , with Attest .
“ I guess before that , we ’ d kind of almost been making assumptions about who our customers were ,” McKinlay said . “ We were using loose bits of data via our social media profiles and Google Analytics but it really doesn ’ t tell you enough . So for us , the research was to set in stone who our current customers are and to learn who the potential ones to go after are .”
The project explored people ’ s attitudes towards board games and what motivates them to play , with the aim of ultimately defining key customer personas .
They discovered seven distinct customer types – from the hardcore board gamers that buy and play frequently as a hobby , to the more casual gamers who have different reasons for playing .
McKinlay said : “ Mums , for example , see us very much as a way of getting all their family together or getting the kids to have a break from screen time , especially with the pandemic .
“ Another segment we identified was young adults . So , again , casual gamers , but for them , it ’ s all about spending time with friends . While these findings weren ’ t exactly surprising , they were really huge pieces of information , telling us more about how to cater to , or how to position things towards those markets .”
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THE RESEARCH WAS TO SET IN STONE WHO OUR CURRENT CUSTOMERS ARE AND TO LEARN WHO THE POTENTIAL ONES TO GO AFTER ARE .
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