Qualitative Case Studies

 

EXERGAMING PRODUCT CONCEPT RESEARCH

Challenge:

A video game developer was in the process of creating an Exergaming product. The product was to be similar to traditional Exergaming products that merge fitness and gaming into one, but differ in its application and process. Unlike current Exergaming products where exercise is the focal point of the game, the client’s product was to use exercise to enhance playability of specific games unrelated to exercise.

 

Solution: 

Conducted IDIs and focus groups to ascertain the viability of the Exergaming concept amongst enthused video gamers and avid exercisers/fitness personnel.

 

Results: 

Research revealed that the basic exercise goals were cardio and weightlifting workouts, which represented no viability for the proposed Exergaming product’s goal of enhanced playability.

Research revealed that despite the availability of known Exergaming products in the marketplace, the most popular exercise options are gym memberships and exercise DVDs, which reflected no viability for the proposed Exergaming product.

Research revealed that the preferred exercise options are the gym and exercise DVDs, which reflected no viability for the proposed Exergaming product.

The over-arching theme of the market research findings was that there is a huge chasm to navigate before video gaming and exercise can be merged.

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