Client
Global Entertainment Studio
Issue
Client needed to understand the evolving kids’ gaming landscape and identify different types of kid gamers that have emerged as a result of changes in the gaming market.
Approach
Murphy Research developed a multi-faceted research approach that included qualitative in-home ethnographies,
a quantitative assessment, and a strategy implementation workshop. Research was conducted among kids 5-14 who
play online games. The in-depth qualitative research coupled with a rigorous segmentation process allowed our client to develop a new and thorough understanding of the kid gaming market.
Impact
The results of this research gave the client a clear understanding of the different types of kid gamers, and the greatest sources of opportunity for their game offerings. The research also provided a comprehensive strategic approach to successfully reach these target gamers with marketing communications.
