Consumer Research

One of the most important aspects of any gaming operation is a detailed understanding of its customers. Too often strategic decisions regarding customer satisfaction, player reward programs, game mix and casino promotions are made based on anecdotal comments by floor personnel. The opinions are often formed by vocal customers who rarely have the casino's best interest in mind.

Gaming Market Advisors can design and implement consumer research programs that provide management with the facts they need to understand who their customers are and make sound decisions based on the needs of the market. As part of this process, GMA often utilizes both qualitative and quantitative methodologies.

Qualitative Research

GMA conducts qualitative research to develop a broad understanding of why players choose one casino over another. Gaming Market Advisors relies on information from a broad range of players providing a more complete picture of a casino's customer base.

Focus Groups - Participants may be members of the casino's database or they may be recruited from the general population. Participants are screened during brief telephone interviews and, if they qualify, are invited to participate in a focus group.

Most often held in facilities in which casino executives can observe through one-way mirrors or remote television monitors, focus groups can provide a lot of insight into why they choose one casino over another and the amenities that matter most.

Participants are rewarded with a cash honorarium for their time and opinions.

GMA will then compose a detailed written summary of its findings to be provided to management. A formal presentation can also be made upon request.

Blue Ribbon Panels - Participants in Blue Ribbon Panels are generally comprised of loyal players who have large gaming budgets and play often. These players are responsible for the majority of gaming revenue at any casino. One of the best ways to understand their needs and to solidify their loyalty is to invite them to participate in periodic blue ribbon panels.

Their input can not only offer management insights into what its best customers like/dislike but it also gives this most valuable segment a sense of ownership that no competitor's promotional offerings can rival.

Interesting topics to present to Blue Ribbon Panels include:

• test new game concepts
• sample new menu items in the property's restaurants
• review architectural drawings of possible casino expansions

Quantitative Research

Once qualitative research identifies certain critical issues, a quantitative study can be completed to more accurately measure them. Administered in questionnaire format, GMA polls a random sample of players, either from within the casino's database, or the general population. Results are then cross-tabulated and processed before being tested to assure statistical validity and then summarized in a written report.