Market in View performed an online quantitative survey with users of a first of its kind, connected, hand-held gaming device to better understand purchase process, satisfaction, value perceptions and future intent with regard to the device and the monthly data plan subscriptions. Within these early adopters, a second phase focused on identifying ideas for product improvement and also identifying the magnitude and reasons of potential downgraders.
|completion date:||April 2012|
|the approach:||Shortly after product launch, Market in View was able to penetrate this very niche market and interview 700 mobile gaming enthusiasts for this device. An understanding of the behaviors of this unique gamer population included consumer perceptions and purchase drivers, value perception, and overall user satisfaction. To minimize downgraders, purchase intent surrounding three different price points for monthly data plans was analyzed.|
|the results:||An understanding of this niche market, combined with an in-depth analysis, led to recommendations for product improvements and identification of the optimal price point and size for associated data plan, ultimately leading to efforts that minimized downgraders and therefore maximized revenue.|