This study's segmentation output resulted in three defined segments of varying sizes: Social Gamers, Focused Gamers, and Relaxed Gamers. However, segmentation outputs can range between 3 and 7 segments based on each study's respective data.
These are the results from our MaxDiff, which asked consumers to pick their most important needs for their gaming experience.
'Relaxing/Unwinding' is the top need for US gamers, followed by 'Total immersion', 'Strategic challenges', and 'Releasing stress/anger'.
The Segment Map visualizes through which relative preferences the segments can be best described and distinguished from each other. The closer the position of an item to a segment, the stronger the relative preference for that item within the segment. Also, two segments (or two items) that are similarly positioned in the map are more similar in terms of preferences.