Who are our consumers and how do they interact with media?

The timeframe: 2 weeks

Context

Ubisoft, the fourth-largest gaming company in the world, asked B+A to help them better understand their UK consumers and how they interact with media.

Ubisoft had several archetypes that they wanted to clearly define, question and bring to life to help inform future marketing and media buying.

What did we do?

B+A designed and commissioned a survey that was sent out to fans that had registered to Club Ubisoft. In less than 24 hours, there were over 30,000 completed responses.

B+A then analysed the data from the survey to identify trends that highlighted the attitudes, behaviours, opinions and views of each archetype. The survey included an 'opt-in' for B+A to contact Ubisoft users in order to make Snapshots.

What was the impact?

Following the survey, B+A created 6 snapshots that helped bring to life the different archetypes and identify what makes them unique. Ubisoft consequently had a much clearer understanding of who their audience was, what separated and defined each archetype as well how they consumed media. Using this information, Ubisoft were able to plan their marketing and media buying more effectively for each distinct archetype.

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