Market Research for the Video Game Industry

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Our Services

Online Survey Research for $10K

Focus Groups for less than $4K per group

Usability Testing from $2K

Sample-Only for $1K

iPhone / Smartphone Research

Become a Playtester

Want to earn cash or free games for participating in one of our online surveys or in-person playtests? Click here for more information on joining our invitation list.

Methodology - Concept Testing

OverviewConcept TestingPlaytestingUsability TestingPre-LaunchPost-Launch

VGMarket offers both qualitative and quantitative concept testing.

1) Recruiting

  • 80-100 respondents participate in a concept test.
  • There are 10 groups with 8-10 respondents per group.
  • Groups may take place in any city worldwide.

2) Overall Theme

  • Respondents evaluate one or more new videogame concepts based on storyboards or early video footage.
  • Unpopular ideas will be discarded before investment decisions are made, and promising concepts will be refined into a working theme.

3) Gameplay

  • Respondents evaluate potential gameplay mechanics.
  • Working within the theme, the group will brainstorm and propose new ideas for the developers to consider.

4) Art Style

  • Test various art styles to find the direction that resonates with the target audience.

5) Results

  • The client will receive a comprehensive report within 72 hours upon completion of the final group in each city.

Concept Survey Techniques

  • Development-Focused Conjoint Analysis
    • Tailor a new video game concept to the demands of a target market.
    • Optimize spending by quantifying the marginal utility of development investments on consumer demand.
    • Testable elements include but are not limited to:
      • Overall theme
      • Art style
      • Feature concepts
      • Platform preferences
      • Genre preferences
      • ESRB rating

  • Market Segmentation
    • Categorize consumers into market segments based on a battery of psychographic and demographic variables.
    • Identify the most feasible target market for the product.
    • Use the profile of the target market to guide the development process from start to finish.

  • Concept Evaluation
    • Quantify consumer appeal for new concepts and features based on textual descriptions, pictures, and video footage.