31 / 60
November/December 2015 // PUBLIC GAMING INTERNATIONAL //
31
Five new product ideas tapping into 5
different relevant consumer need states
The 5 new product ideas we came up with and tested were:
• Special occasions greeting cards containing a scratch-off
elements (social sharing need state)
• Every day occasions sentiment cards (need state of making
memories)
• Scratch-off tickets that could also act as coffee sleeves (part of
players’ morning ritualized behaviors)
• Scratch-off tickets that could be folded into an Origami figure
after the play
• Scratch-off tickets that included a brain teaser element, satis-
fying players’ needs to get challenged intellectually.
Test results:
We tested these 5 new product ideas for “purchase intent” and
for their ability to “satisfy relevant player need states and play-
ing occasions” amongst 840 respondents. We also bench marked
those 5 new product ideas against a typical scratch-off game
format. Here is the summary of what we learned (feel free to
contact me directly if you’d like to see the whole research with
all the findings):
Purchase intent:
• Three out of the five new product ideas tested equally well or
higher than regular scratch-off games in terms of purchase in-
terest: “Greeting cards for special occasions,” “Greeting cards
for life events” and “coffee sleeves.” Our respondents found
these three product ideas equally or more motivating than regu-
lar scratch-off games.
• The overall result (25.2% top two boxes) for the “coffee sleeve”
idea is misleading because it includes the responses from people
who do not stop on their way to work in the morning for cof-
fee. When focusing only on people who stop for coffee in the
morning (47% of total population and 57% of Millennials)
the purchase intent for this product increases to around 50%
(twice as high as the purchase intent for scratch-off games). In
other words, half the people who stop for coffee in the morning
would be interested in purchasing a coffee sleeve scratch-off
game as part of their morning ritual.
Ability of the product ideas
to deliver against category specific
relevant need states
We also asked respondents about the product ideas ability to
deliver against the category relevant need states. Results show that
all the product ideas we tested were perceived as delivering better
against a specific and relevant need state than current games. This
data also shows us that these new product ideas would be able to
satisfy new purchase and playing occasions and thus potentially
help expand the market.