New York, NY
New York, NY
New York, NY
Travel
Travel
New York, NY
New York, NY
Grandpa Beck's Games
With a focus on the card game, Cover Your Assets
Project Scope
Cover Your Assets is a card game that has quickly grown to become the #1 rated product in the toys and games category on Amazon. Not knowing the ideal target market for this new game at the start, Cover Your Assets began to sell through word of mouth, which skyrocketed sales and brought awareness to other games that were later launched under Grandpa Beck's Games.
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Grandpa Beck's Games came to us with the hope to be able to better understand the best strategic direction to reach their full potential. The objectives guiding our research focus on understanding current and potential customers, alignment of game distribution with customer shopping preferences, and aesthetic considerations to attract customers.
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Methods used included: exploratory research, social media tracking, biometrics, and online surveys.
Biometrics
The Communications Department at BYU houses state-of-the-art eye tracking technology. The eye-tracker device uses a series of mirrors and infrared light to sense pupillary reaction and eye movement, and is placed below the computer monitor that is being viewed by the subject. The technology follows the path of the subject's eyes to accurately pin-point where the participant looked, for how long, and records the entire look path of a particular image.
The Process
In this particular study, we tested 39 subjects in the lab (16 males and 23 females) over the course of 2 weeks. The majority of participants were between the ages of 21-26. Each subject was given 10 seconds to look at each image of the card game before the next image shown.
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Items measured included: time spent looking at each particular area of an image, the ratios of participants who looked at a particular area, and the order of the eye as it fixated on the image.
Findings
Of those surveyed, 100% of the subjects who had played the game before were first introduced to the game by friends or family. The most viewed areas on the packaging of the box were the following: the CYA title, the large asset cards shown on the front of the box, and the first half of the instructions paragraph on the back of the game box. The least important areas on the box were the following: The Grandpa Beck's quote on the back of the box, the "a family favorite" text, the stamps on the side of the box, and the mock game set up on the back of the box. The most viewed assets were gold, silver, and baseball cards. The least viewed assets were stocks, stamps collection, and bank accounts.
My Role
My team focused on research revolving around the aesthetics of the game. We used biometrics eye tracking to gain insights on what could be improved in the box design as well as the design of the individual playing cards. I began by gathering insights on the target market, competitors, those who play card games, and what people were saying about Cover Your Assets. I met with the head of the biometrics lab multiple times to coordinate times to perform the eye tracking and to gather results. I helped organize and design sign up sheets to get volunteers to participate in the research. I took photos to be used in the eye-tracking process, helped design the survey that we used, and continued to promote the research to get more participants. I also broke down the data we gathered to pull out insights and valuable information for the client.
Eye Tracking Lab Results
Box Design Recommendations
Recommended a revamp of the entire box design. Some participants associated CYA with another version of monopoly. Creating unique branding from the beginning will help in differentiating it from competitors. An updated company logo would also make the game more appealing to desired audiences.
Asset Cards Recommendations
Recommended changing some of the least liked assets to be more creative and clear. New clever names and graphics with brighter colors will help make these assets more appealing. Get creative with new assets (similar to cash under the mattress).