The Company Background
A major US-based, global player in the online gaming industry, this interactive entertainment developer is known for creating genre-defining games. With a strong global fanbase and a constant focus on community engagement, the brand sought to deepen its understanding of evolving gamer behaviors.
The Brief
To support a study led by its agency partner, the company appointed Q2Q Global to deliver the in-market research logistics. commissioned a hybrid research study combining mobile diary entries and focus groups with gamers who play its most popular game titles. The goal was to recruit 28 participants for a week-long mobile diary (totaling 60 minutes across 5 days) and conduct 4 focus groups, each 90 minutes long. Recruitment was required within 2.5 weeks and fieldwork across 7 days.
The Solution
Q2Q Global activated its gaming respondent pool through a combination of telephone recruitment and snowball sampling. Respondents were carefully segmented by gamer type, engagement level, and platform use. Bilingual moderators oversaw fieldwork, with simultaneous interpretation provided for live sessions. A robust, 65-slide report and translated focus group recordings were delivered to the client within 7 days post-research, giving nuanced visibility into gamer preferences and social drivers.