Download - Entertainment Preferences & Motivations
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EntertainmentWhat do people desire and detest?
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Who was interviewed (why)
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Sally: senior woman still
socially active with husband
and kids in Chicago area
John: Sallys son, mid
30s, IT professional,
married 1 childLucy: Chinese, female,
millennial, digital artistSally and John were chosen to study how families may
pass entertainment preferences down to the next
generation.Lucy was chosen to
get international
responses into the
study early enough to
influence follow up
research.
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Sally
Appreciates sophistication
Nostalgia of college
Involving the 5 senses
Challenging (mental & physical)
Newspaper Spouse
Friends
Learn new cultures
Memories for scrap books
Good discussions with
social circle
Spousal alignment
Time poverty
Physical aging
Memory fading
Visual sophistication Caring preparation
Difficulty seeing, and
need bright lighting
Senior, retiredAge 70, Chicago
Husband, 3 kids
Johns mother
Sallys empathy map
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Sallys card sort
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Used to watch soaps
cause had the kids at
home and they were
on everyday.
Nostalgia for college
drives her to watch
football, something she
said shed otherwise only
do under duress.
Nature involves her
5 senses.
done cruising, seen it all.
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Sallys walkthrough
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Her kitchen table is
her smartphone. TV
listings help her plan.
Theyre taking multiple
medications, and her
husband gets
disoriented if out of hisreference point
(home). Traveling is
now harder, and home
based entertainment a
plus.
The nostalgia of growing
up with a piano keeps a
piano in the house that
she rarely plays. Itcomforts me knowing it is
there.
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John
Relaxation
Convenience
Nostalgia of childhood
His daughter Tech blogs
His intuition and
preconceptions
Relaxation
Time with family
Money
Time poverty
Lots of life changeslately, which have
influenced his
entertainment choices
Gen X manAge 37, Chicago
Wife, 1 child
Sallys son
Johns empathy map
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Johns card sort
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The common thing
across my top 5 is
relaxation
Id go to the movies all
the time if I could afford
it, I like the immersion
i-phone games
because it is
convenient when I havetime
I like cards cause we
used to play with my
parents as kids
TV is probably first
cause we can do it as a
family, and I remembergathering as a family to
do it growing up
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Lucy
Social experiences
Surrogate siblings
Live drama and plays karaoke
friends Subtitled content
grandmother
Learn new cultures
Sharing her culture
Social bonding
No siblings
Time poverty
Language concerns
Digital Her smartphone
Artistically customized
Millennial womanAge 21
Chinese student
In US for masters
Lucys empathy map
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Lucys card sort
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Here, let me send you a screen
shot of my apps to show you
what I do
It is a personal ethnographic
snapshot
You need a K-TV card.
It is a top thing to do.
Chinese like to do group
activities, probably
because we dont have
siblings.
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Themes
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Constraints
Goals Tools
Motivations
Nostalgia Phases
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Entertainment & life phases
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Themes International
Millennials
Gen X Boomers Seniors
Constraints $ (low income)Time
$ (expenses)Kids
PhysicalDone it
Spousal alignment
CognitiveHome-bound
Motivation Friends
Want siblings
Free time
Kids asking
Friends doing it
Learn culture
Fight boredom
Pass time
Goals Learn culture
Socializing
Exploring
Bonding
Family time
relaxation
Sophistication
Immerse 5 senses
health
Tools Smart phones
Friend available
Kids
Nostalgia
Newspaper
Social circles
Spouse
Nostalgia
Caretakers
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Constraints Framework
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Time
MoneyAbility(youth)
(tech)
Millennial
Gen X
Boomer
Reading
Theatre
Fine Dining
CasinoPartying
Basement poker
Free apps
Fantasy Football
Watch sports
Bingo
Play sportsTV
Golf
Gardening
Hiking
Water parks
Soap Operas
Cards
Movies
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Phases of Entertainment
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Insights
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1. Money, time, and ability seem to be the most immutable or unalterable
constraints around choosing forms of entertainment.
2. There are unalterable and alterable factors. The unalterable may correlate tolife stages and seem to be accepted and not dwelt upon; while the alterable
factors are the main drivers of choice within that life stage.
3. As life stages change, unalterable constraints change and influence the
entertainment options you have to choose from.
4. Nostalgia and family influence is a powerful motivation towards entertainment
behaviors and choices.5. Cultural anomalies (Chinas 1 child policy) can motivate entertainment
anomalies to thrive, and must be considered when entering that market.
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Implications
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Why it matters:
Younger demographics may have unalterable constraints keeping them from
gambling in casinos, and no amount of product alteration or advertising willchange that. Older demographics may become unable to gamble in casinos, but
find online slots offer them what they found in the casino without having to leave
their comfort zone.
Follow up Study:Create a secondary research study to determine: How are the constraints and
motivations of entertainment choices correlated to life phases?
How might we best create a gambling offering that anticipates these factors and
progresses with them through lifes phases?
How might our product offering need to alter to suit differing cultural norms?
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Secondary Research
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Entertainment Trends
NPD - EntertainmentTrends2012
Entertainment-trends-2011
Top-ten-entertainment-trends-for-the-21st-century
Social Class Determinants of Leisure Activity
Ian Bogost Cow Clicker
Life Phases
Economies of Scale in the Household: Puzzles and Patterns from the American Past
Eriksons Psycho-Social Stages of Life The Impact of Life Stages on Media Choices ETC
Time Budgets and Consumer Leisure-Time Behavior
https://www.npd.com/lps/EntertainmentTrends2012/http://mashable.com/2011/12/14/entertainment-trends-2011/http://globalfuturist.com/about-igf/top-10-trends/top-ten-entertainment-trends-for-the-21st-century.htmlhttp://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=9547http://www.bogost.com/games/cow_clicker.shtmlhttp://www.nber.org/papers/w13869http://psychology.about.com/library/bl_psychosocial_summary.htmhttp://www.etcenter.org/research/life-stage-study/http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=9357http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=9357http://www.etcenter.org/research/life-stage-study/http://psychology.about.com/library/bl_psychosocial_summary.htmhttp://www.nber.org/papers/w13869http://www.bogost.com/games/cow_clicker.shtmlhttp://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=9547http://globalfuturist.com/about-igf/top-10-trends/top-ten-entertainment-trends-for-the-21st-century.htmlhttp://mashable.com/2011/12/14/entertainment-trends-2011/https://www.npd.com/lps/EntertainmentTrends2012/ -
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Design Goals
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Problem Definition: To understand what drives entertainment choices and how that
might affect their perception of slot gaming.
Define how a gaming company should expand its product offering. old statement
Should it be new games for the existing demographic, or has that format been
saturated, with little hope of engaging non players with the same form of
entertainment? Do we need to reinvent our product format for a new demographic
to grow, or is our product misperceived? Will new legislation involving distributionchannels attract new players, or only appeal to existing players?
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Research Goals
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Research Goals:a. To initiate discussion around the broad topic of entertainment to reduce biased responses that may have
occurred if the early discussion focused on gambling more specifically. An early card sort will be used to
determine preferences (positive or negative) for gambling and then balance the discussion around it.
b. Understand how gambling is perceived by a broader audience including gamblers and non-gamblers.
c. Review the 5 Es (enticement, enter, engage, exit, extend) of chosen forms of entertainment across different
age groups, and within families or social circles.
d. Understand the users life progression and how it has affected their chosen forms of entertainmenti. Howd they get attracted to it, what keeps it being valued, will they continue, is there a player journey?
ii. How have their entertainment choices changed as theyve progressed though different life stages.
(Gambling is not a legal option during early stages, so how is it typically introduced?)
e. What is their frequency of engagement, how did it come about being set that way? What are the
constraints or factors determining it?
f. Understand how the distribution channel of entertainment relates to the persons general entertainmentand social preferences. Are all their choices similar, ie. They like public venues and group participation as
compared to solitary and more private venues, channels, or interactions.
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Methods (why)
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Methods used:
Card sort reduced bias potential of directly targeting questions on gambling
Home walkthrough to reaffirm the card sort responses and pull more details Impromptu interview to quickly get high level reactions to gambling
entertainment
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Card set 1
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Card set 2
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Card set 3
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Last card of 13
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Themes
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Themes, description, evidence, implication:
What themes came out of research Tools influence entertainment choices, and tool choices change with age and
its constraints
Constraints influence entertainment choices, and they predictably change
with life phase changes
How did they prompt this framework
What evidence backs up these assertions? Pics, statements, etc.
D b i f
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Debrief
Outline
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