Quantitative
Quantitative research is including surveys and customer questionnaires. it also helps small firms to improve their products such as games, and services by enabling them to make informed decisions. it also provides future interest for games that are currently in development. quantitative research would be useful within the gaming industry because it helps record stats for designers. For example it would record the total amount of profit from every game yearly.
here is an example of quantitative research within the global games market.
Qualitative
Unlike quantitative research which relies on numbers and data, qualitative research is more focused on how people feel, what the think and why they make certain choices.
For example, if you are thinking of changing your branding you would carry out qualitative research to see what emotional reactions people have to the new identity and what they associate with. Qualitative research also is largely led with discussion around certain concepts or ideas with open questioning. attendees are encouraged to explain or describe their reasons for having certain responses which can reveal underlying motivations, associations and behavioral triggers.
http://tinypic.com/view.php?pic=258wj5u&s=5#.VClTAfldXToSome examples of qualitative research in gaming is when people are asked what is their opinion of a certain game they maybe have and some people may use that information to decide whether to buy a game or not. Sometimes people may disagree with other people when asking for their opinion of the game.
Audience Profiling
Audience profiling is when you find out the profile of your audience, so that you can put your message across to the right people in the most effective way to produce the best result. psychographics helps inform your marketing strategy and is all part of the developing buyer personas. geodemographics is the description of people according to where they live, derived from the study of spatial information.
NRS social grade
The image above shows the NRS social grade and is split into 6 groups and lettered A-E, each individual group is labeled in classes, for instance A is labeled 'upper middle class'. It also mentions the NET income of CIE and shows the total amount of income that each of the groups have achieved. Furthermore it gives examples of each class by mentioning their likely profession.
phychographics
This is a way of describing an audience by there behavior and overall personality traits, this is all part of the developing buyer personas. it also helps inform your marketing strategy, and paints a picture of who your overall buyers are and what they are likely to do.
http://coleshillmediasite.weebly.com/uploads/4/6/0/1/4601434/4610787.jpg?840geodemographics
Geodemographics provide a means to classify people by each neighborhood and any other area according to peoples characteristics. neighborhoods can then be categorized from peoples similar characteristics of the population.
Here is an image that is a good example of a geodemographic map..
Audience profiling can be used within the gaming industry because it would give designers and company's certain ideas from what to expect from the audience. also it would help designers choose a genre that fans would likely enjoy, for instance using phychographics would judge whether fans would like violent games due to their behavior or lenient games.
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