Methodology - Concept Testing

1) Recruiting

• 50+ respondents participate in a concept test.
• There are 8 groups with 6-8 respondents per group.
• Groups may take place in any city worldwide.

2) Overall Theme

• Respondents evaluate one or more new videogame concepts based on storyboards or early video footage.
• Unpopular ideas will be discarded before investment decisions are made, and promising concepts will be refined into a working theme.

3) Gameplay

• Respondents evaluate potential gameplay mechanics.
• Working within the theme, the group will brainstorm and propose new ideas for the developers to consider.

4) Art Style

• Test various art styles to find the direction that resonates with the target audience.

5) Results

• The client will receive a comprehensive report within 72 hours upon completion of the final group in each city.

Concept Survey Techniques

• Development-Focused Conjoint Analysis
  • Tailor a new video game concept to the demands of a target market.
  • Optimize spending by quantifying the marginal utility of development investments on consumer demand.
  • Testable elements include but are not limited to:
    • Overall theme
    • Art style
    • Feature concepts
    • Platform preferences
    • Genre preferences
    • ESRB rating
  
  
• Market Segmentation
  • Categorize consumers into market segments based on a battery of psychographic and demographic variables.
  • Identify the most feasible target market for the product.
  • Use the profile of the target market to guide the development process from start to finish.
  
  
• Concept Evaluation
  • Quantify consumer appeal for new concepts and features based on textual descriptions, pictures, and video footage.