In the $140-billion gaming industry, 41% of gamers are women. And yet the industry today still feels very male dominated. From hiding their true selves while playing online to dealing with offensive stereotypes in the gaming community, women gamers still struggle to be taken seriously.
Lenovo, a leading provider of gaming hardware, wants to change the narrative. To meet its commitment of making gaming a safe space for women, Lenovo works with Reach3 Insights to engage women and get a more nuanced and complete understanding of the issues they’re facing and learn potential solutions. Using conversational, mobile messaging-based methods, the company captures candid feedback from women gamers to explore topics that are both important and sensitive.
The result: genuine and actionable insight Lenovo can use to help create a more inclusive culture for the gaming industry.
Conversations with women gamers help highlight and evolve ongoing thought leadership from Lenovo in the gaming industry, specifically through their Legion PC gaming brand. More crucially, this work supports the company’s bigger strategic mission of providing “smarter technology for all.” While Lenovo is constantly engaging consumers to drive smart business decisions, utilizing mobile messaging technologies such as those used here helps better reveal the emotions and contextual dynamics driving behaviors.
Join this fast and focused session to learn how Lenovo:
- Engages thousands of gamers from US, Canada and Germany at scale in conversational exercises that let the company keep its pulse on the gaming community and build long-term thought leadership
- Uses innovative techniques to get people out of “test taking” mode, uncovering richer, more candid feedback in the process
- Captures real-time inputs (including selfie videos) by rethinking email-based methods and leveraging mobile-first research techniques