Intelligent SME.tech Issue 15 - Page 65

intelligent

// SCALING UP //

HEN SHOULD A brand invest

W in consumer research ? It ’ s often something start-ups want to do but don ’ t always make a priority – as was the case at Big Potato Games , makers of board games like Mean Girls , Rolling Stone and Blockbuster .

While Head of Marketing Becky McKinlay had long desired insight into the brands ’ target consumers , she hadn ’ t previously had the budget . That changed when a new Managing Director came on board and agreed to an extensive consumer profiling piece , both in the UK and in the US , with Attest .
“ I guess before that , we ’ d kind of almost been making assumptions about who our customers were ,” McKinlay said . “ We were using loose bits of data via our social media profiles and Google Analytics but it really doesn ’ t tell you enough . So for us , the research was to set in stone who our current customers are and to learn who the potential ones to go after are .”
The project explored people ’ s attitudes towards board games and what motivates them to play , with the aim of ultimately defining key customer personas .
They discovered seven distinct customer types – from the hardcore board gamers that buy and play frequently as a hobby , to the more casual gamers who have different reasons for playing .
McKinlay said : “ Mums , for example , see us very much as a way of getting all their family together or getting the kids to have a break from screen time , especially with the pandemic .
“ Another segment we identified was young adults . So , again , casual gamers , but for them , it ’ s all about spending time with friends . While these findings weren ’ t exactly surprising , they were really huge pieces of information , telling us more about how to cater to , or how to position things towards those markets .”

THE RESEARCH WAS TO SET IN STONE WHO OUR CURRENT CUSTOMERS ARE AND TO LEARN WHO THE POTENTIAL ONES TO GO AFTER ARE .
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