Global Video Game Professional Focus Groups

Request

A boutique consulting agency based in London working on behalf of a leading video game company sought to understand the perspectives of semi-professional and professional gamers across key international markets. The objective was to conduct focus groups with competitive gamers who either monetize their gameplay or have a significant following on platforms like Twitch, YouTube, Instagram, and TikTok.

The client wanted to engage participants from the US, Japan, UK, Germany, and France, focusing on players of a particular popular football (Soccer) video game. The discussion centered around next-generation game development and the future of AR/VR in competitive gaming. These audiences that are often hard to reach more multiple reasons, especially in a multi-market setting.

Solution

Zintro activated its Special Operations team, which is deeply embedded in gaming communities worldwide, to identify, screen, and educate top gaming influencers and semi-pros on the format and value of qualitative research. A few of the major challenges getting these audiences are that they’re highly sought after, they aren’t aware of research opportunities, and they’re skeptical of anything that could make them look bad. After vetting interest and availability, Zintro recruited 20 qualified gamers for five country-specific focus groups. In order to ensure no dropouts, the Zintro team sent reminders across platforms. One participant even said “I don’t use a calendar so glad you pinged me on IG!”

Results

From kickoff to completion, the project was executed in just 14 business days. Based on the depth of insights and participant quality, the client commissioned 6 follow-up in-depth interviews (IDIs) with standout respondents to explore individual feedback further.

“Kick a** job Zintro team!” - VP, Technology & Media