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Message: <blockquote data-quote="Greg Benage" data-source="post: 7705523" data-attributes="member: 93631">The Segmentation Survey was quantitative research. Assuming the methodology is sound, this kind of research will be a statistically accurate representation of the survey population. It gives you numbers: age of the consumer, frequency and length of play, average spending, attrition rate, reasons for attrition, etc. This isn't the only kind of research Wizards does, but most of it is super-secret and hidden from the world by the vast internet conspiracy. As Ryan Dancey says in his introduction to his condensed public-facing presentation of the Segmentation Study, "Wizards of the Coast regularly surveys various aspects of the adventure gaming channel; distributors, retailers and consumers to better understand their preferences, concerns, and needs. That data is regularly reviewed and distributed internally to senior management [...] The internal information gathered by Wizards is considered an important competitive advantage. Therefore, not all the information available to Wizards is incorporated in this document, and there may be areas where substantial, significant information is purposefully not included."Read more: <a href="http://www.enworld.org/forum/content.php?1251-Adventure-Game-Industry-Market-Research-Summary-%28RPGs%29-V1-0#.WFoDwYWcF9B#ixzz4TRaEqVMt" target="_blank">http://www.enworld.org/forum/content.php?1251-Adventure-Game-Industry-Market-Research-Summary-(RPGs)-V1-0#.WFoDwYWcF9B#ixzz4TRaEqVMt</a>Most of these "regular surveys" are likely qualitative (i.e. descriptive) research. This would include research such as the D&D Next playtest survey. It won't give you a statistically accurate representation of the market or your consumer, but it is much less expensive to do well (including the very large survey populations you mention) and is likely to be more useful to the R&D team. Quantitative research such as the Segmentation Survey may be helpful in developing business strategy, though some have questioned the methodology and the information Dancey shared was pretty high-level market data.</blockquote>

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