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SPOTLIGHT: INTERNATIONAL CONSUMER PROFILING

Every once in a while, we like to share what we’ve been up to, including how our research engagements have helped our clients achieve their business goals and some of the lessons learned. This case study highlights W5’s approach and the resulting deliverables for developing global PC gamer profiles.

 

A global computer technology company wanted to understand PC gamers and how PC gaming products can be better marketed to them. A foundational profile of PC gamers in select countries was desired to improve the client’s messaging strategy. Additionally, the client sought learning around console and PC usage to strengthen the product pipeline.

APPROACH

W5 conducted a comprehensive consumer profiling survey in the U.S., PRC (China), and Germany, among a broad market of global gamers. Beyond demographics and category behaviors, the research was customized to assess gaming habits, device, console and other product preferences and unmet needs to profile based on category-relevant psychographics and lifestyles.

RESULTS

Informed by research insights, W5 presented robust profiles of PC gamers in each market, including demographic and detailed category behavior descriptors, but more importantly, key needs, desires, motivations for category behaviors and attitudes, and rationale for preferences. The research revealed compelling commonalities and differences by market, and W5 provided strategic recommendations to the client around communications and product configuration needs.

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