Electronic Arts (EA) invested in major foundational research to better understand the dynamics that enable teams/clans to be successful and for their experiences to be epic. The team needed to utilize guerrilla recruiting tactics to find and meet some of the highest level players of five of the most popular HD and Mobile games, and talked to them in gaming cafes, homes, dorms and virtually. The results were shared through high-quality video presentation, and the recommendations are helping shape how EA is approaching the games it is building many years in advance of their release.
- Recruiting very low incidence audiences (some less than .4%) is really hard but not impossible with today’s Social Media tools and some extra time
- Doing research in-situ (in homes and gaming bars in this case) can lead to very rich insights, but has its own pitfalls
- Deep qualitative research can be a tool for making recommendations, not just describing