In Canada, research tech business Rival Technologies and sister company Reach3 Insights have launched a solution using mobile messaging and conversational research design principles to uncover insights from gamers.
Both companies are part of the Reid Campbell Group, set up in 2018 by former Millward Brown Global CEO Eileen Campbell, and Vision Critical founder Andrew Reid and his sister Jennifer. According to the firms, unlike traditional approaches, the new solution uses video selfies, images, emojis, GIFs and observational approaches to add 'authentic culture and context' to consumers' responses. Additionally, this approach provides marketers with mobile deliverables, including shareable 'on-the-go' insights with quant and qual research in one solution.
The solution can be used for competitive game assessment, trend monitoring, content development and message testing, among other use cases. Matt Kleinschmit (pictured), CEO and founder of Reach3 Insights, comments: 'The gaming community today is more diverse than ever, attracting new segments like women, BIPOC players, Gen Zs and Millennials. It's no wonder companies from a wide variety of industries are very interested in talking to gamers. Our solution enables brands to have ongoing conversations with gamers at scale, to understand the underlying motivations and emotions driving their behavior'.
Web sites: www.rivaltech.com and www.reach3insights.com .
All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.