Qualitatively Speaking.

Shaili  //  Hi, I'm Shaili, and I love the online environment. Like some of you, I live, work and play a significant part of my life on the Internet, and I am always on the lookout to learn new ideas. Market research is my passion, and the uncharted terrain of online research methodologies seemed like a very natural transition back in 2004. Thankfully, it has been a time-tested good choice.

I am best known for conducting studies with leading edge methodologies including online research, mobile research and digital ethnography. I also conduct traditional in-person interviews, either in focus groups or one-on-one, and I should also mention that I am always on the lookout for new projective techniques and creative ways to ask questions.

Oct 28 / 1:23am

Engaging Gaming Research

Something funny that struck me tonight was the unintentional innuendo that followed this Tuesday morning's online gaming research presentation by MTV and their research colleagues. It happened during the Q&A session...

An ESOMAR attendee asked a question to understand if there were differences with male and female gamers.

The presenters described that both genders played online games to the same extent.

However, there was a variance in that women prefer games akin to the timing of Pride and Prejudice, while men preferred Die Hard timing! This meant women will play seemingly long and (more complex) games styled with "peaks and valleys" over the course of gameplay, while men prefer a "strong crescendo" throughout. The presenter also said that men find it hard to stay engaged with a game that is played differently, as they will eventually lose interest and dropout.

He was humorously cut-off before he could say anything further.

On a more mature note, this particular presentation struck a chord with qualitative researchers when they mentioned that gamers like branded games better than "generic" games without a brand tied to them.

Branded games (with a :15 promo prior to gameplay) approach 80% recall. That got me thinking about how to get involved with branding my favorite online games, like my favorite sushi game: Youda Sushi Chef. <-- It's a relatively short, free and addictive little game where you run a sushi shop!

 

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