Board Game Attraction
March 20 2003
Board game manufacturer, Cranium Inc recently commissioned market research consultancy ORC International, to conduct an unusual research project to establish popular and regional UK opinion of board games. Around 750 people were recruited to each invite up to seven friends to their own homes to participate in a Cranium game session.
ORC found that take-up of the offer was higher than other forms of in-street recruitment. Respondents were given three weeks to organise the evening-in, in return for which they received a free copy of the Cranium board game - to keep - plus incentive vouchers, sent on receipt of completed questionnaires from all players. This research focused on the game itself, how easy it was to play, likes and dislikes, plus a number of more personal and engaging lifestyle questions.
Of the 750 hosts recruited, more than 70% responded in full, and more than 3,000 completed questionnaires were returned from game players. The returned questionnaires highlighted distinct regional differences into playing habits:
- Seven out of 10 people cheat, but the Scots are the most honest cheats, admitting to cheating twice as much as any other region. Just 6% of those in the South East admit to cheating.
- Just over two in every five (43%) have either had an argument or a physical fight over a board game, with the South West fighting more than any other region.
- In the Midlands there is more chance of romance with nearly one in four (23%) saying they have seduced someone over a game.
- More than half (52%) play board games with family, but a fifth (22%) hate playing with their partners most. Almost half said their partner is a 'know all' and gloats when winning. More than two in five say partners are bad losers and 39% say they get moody, sulk and moan.
- Graham Norton is the most popular celebrity who people would like to play a board game with (25%), with one in three women choosing him above the second highest choice, David Beckham.
- In-laws also come high (18%) on the list of least popular people to play games with. Seven in 10 say in-laws are embarrassing. More than half say they are no fun and have no sense of humour. A further 43% simply say they are boring.
- Two in five people claim that they have never let anyone win because they felt sorry for them. But the Welsh are the most generous with 44% letting someone win, while those in the North West are least likely to let anyone else win (30%).
- Playing board games rates an average score of seven out of 10 in terms of having a laugh, and for a third (35%) of respondents, it is better than watching comedy TV.
Nick Mawditt, director of ORC International's consumer, trade and retail division said that this was: 'a great opportunity to conduct research in a non-traditional way, which truly reflected the distinct and slightly quirky aims of the study. The market research industry should be proud that companies like ORC International are looking for novel and engaging ways of conducting market research, giving the respondent something in return - something different from a night in front of the telly.'
He also commented that one of the key areas highlighted by the study is that more than a third (35%) of respondents regarded playing board games as a 'real laugh' - more fun than watching a funny film, watching live comedy or having a dinner party: 'Our unusual method of research at parties, has shown that attitudes to board games are greatly influenced by a number of critical factors such as age, gender and importantly geographical location. This insight will enable Cranium to develop and successfully market their product to all sectors of the population.'
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.
