overview
We were asked to focus on four areas: the target market, improving game aesthetics, distribution, and industry trends. Research focused, we dove into each of these objectives through secondary research, social media listening, secret shopping, game play and ethnographies, biometrics, and surveys. We then analyzed the data for insights and gave recommendations to the client in a final presentation.
cover your assets
WHAT I DID
Focusing on the game aesthetics, I was a member of the biometrics team. This involved helping run the eye-tracking lab when students came in to participate in the study. I also helped with the secondary research, overall data analyzation, and pulling insights. I also can up with the design concept and created the final deck and book.
cover your assets
current situation
secondary research
the Research
DEMOGRAPHICS
Ages: 35-50 and 60-70
Race: White
Education Level: High
Income: $70,000-$100,000+
Gender: primarily women
PSYCHOGRAPHICS
Value learning and simplicity, family, giving gifts, and religion
HOUSEHOLD INFO
- Kids play with parents
- Family visit fairly often
- Several have young children
"So simple my 5 year old niece can play."
-Amazon Reviewer
PURCHASING
CYA is #1 Online, then Walmart, and Target
According to web reviews, people LOVE it
Believe $15 - $20 is what they are worth
They like multipacks
Holidays are a driver for buying
The market is projected to grow 10% in the next five years
Card Games are #4 on the list of Holiday spending predictions for 2019
COMPETITORS
Each competitor has a different version that is also on top.
Many practice cross merchandising with distributors.
Focusing more on Euro-styled games.
What people like about Cover Your Assets:
The predominant sentiment was positive.
social media listening
The predominant emotion was joy.
The conversation is mostly on Twitter
secret shopping
ethnographies
LOCATIONS WHERE CYA IS DISTRIBUTED
POSITIVES
Game store employees highly recommend Grandpa Beck's Games
Competitive in-store placement
Employee enthusiasm for CYA
Younger employees are loyal to Grandpa Beck's Games
NEGATIVES
Deseret Book employees aren't as enthused or likely to recommend Grandpa Beck's games
PERCEIVED TARGET FROM STORE EMPLOYEES:
Moms and Grandparents
game play
CROWD FAVORITES
"I've never love-hated a
game so much."
"I started as an Accountant and ended as a King!"
"I hope I don't make real money choices like this!"
game aesthetics
biometrics
The Biometrics lab includes state-of-the-art eye tracking technology, allowing us to trace eye patterns and emotions. Each participant was shown the front and back of 8 different game packages, in random order. A grid of the cards were also shown for some of the games. This measured how much time was spent looking at the different assets and parts of the box. They were then given a survey about their experience.
WHAT CONSUMERS ARE SAYING ABOUT COVER YOUR ASSETS
WHAT CONSUMERS ARE LOOKING FOR
potential target
email list survey
364 RESPONSES
68% Female
58% between the ages of 18-39
82.4% prefer online to in-store shopping
Thoughts on CYA
91.2% are interested in new expansion packs for Grandpa Beck's Games
98.4% would be interested in brand new Grandpa Beck's games
33.1% want to choose Cover Your Kingdom as the next game
facebook survey
667 RESPONSES
Cover Your Assets packaging was seen as cheesy, dated, and unappealing.
54% have heard of
Cover Your Assets
63% learned about
Cover Your Assets through social media
8% have played
Cover Your Assets
Perceived target audience for Cover Your Assets
51%
49%
All research conducted for Cover Your Assets was limited to the available resources of BYU students.
However, we discovered a lot about each area asked for and the client was very happy with the results.
key takeaways
People love the game, there is a lot of potential here!
Utilize your online presence. It built up with little to no effort and can be used for your benefit.
People are interested in bundling and expansion packs.
Redesigning of logo and overall box design, update a little bit to stand out and reach new audiences.
Most everyone loves clean and simple over complicated and busy.
Lots of potential target audiences available: pretty much every age group (parents, millennials, elderly, kids) enjoys this game and can be a good market.
The book printed and given to the client.
The deck presented to the client.
art directors: Megan Stonely and Courtney Davis