EA Games
Background:
EA Games was developing a new game related to their Tony Hawk skateboarding franchise that would feature the opportunity to customize their avatars with digital clothing and accessories. The product team at EA wanted to use Vancouver, BC, as their test market to begin the ethnographic research into what people in the skateboarding community considered fashionable and “cool” and then replicate the study in other high-profile markets in Brazil, France, Korea, Japan, the Netherlands, and South Africa.
Proposal:
The end client, EA, was clear in the objectives and expectations. Curio Research was engaged as the local researcher for Vancouver, BC, and helped set the methodology for the initial and subsequent localized research efforts, working through a primary research agency that maintained the client relationship and ensured all research met their objectives. To meet these objectives, Curio Research planned to interview the owners and operators of three local skate and street wear shops and conduct intercept interviews with people from the skate community at three local skate parks.
The client expected audio and visual documentation of the research to help inspire the marketing and design teams to create a desirable digital fashion retail experience, to which Curio Research proposed a professional photographer and the use of a personal recording device to document the interviews.
Curio Research also helped the primary agency find qualified researchers in the subsequent markets capable of conducting a similar methodology in their local markets.
Execution:
Curio Research elected to recruit the three retail owners and operators themselves. They called and emailed multiple Vancouver skate and street wear shops until a list of three with end-client approval was in place. Curio Research ensured the participation of these proprietors with cash incentives for the interview and then purchased gift cards from the retailer to instigate a virtuous cycle within the community, giving these local gift cards to the skaters willing to be interviewed at the skate parks.
We engaged a local professional photographer to attend all the interviews and document the clothing being worn and displayed at the shops and the fashion of the people at the skate parks.
To get willing intercept participants, Curio Research held up a sign at local skate parks telling people to talk to them in exchange for a gift card.
Lauren Isaacson holding a bright neon green handmade sign in a skate park. The sign says “Let me talk to you for a a gift card.”
Participants signed the necessary privacy waivers and acknowledgments on-site, and Curio Research sent them to the primary agency for safekeeping once we completed the research.
Challenges:
Most of the research went smoothly. Photography and audio recording went off without a hitch. The challenge was recruiting. Some store owners were suspicious that our research was a sales attempt in disguise. A quick phone call and sending our credentials put them at ease, and the healthy incentive made it worth their time to speak with us. Purchasing gift cards also gave them a positive experience, making them more likely to participate again if asked.
For skaters, not only did we have the disadvantage of rainy Vancouver weather, but convincing the few skaters hanging out in the parks to speak with us wasn’t easy. They preferred one gift card to the others we offered. Which in itself was an insight into their fashion preferences.
Results:
The research showed that EA needs to think outside the box when offering in-game fashion purchases. Thrifting and vintage clothing were a significant part of Vancouver skate culture that EA should reflect in the game. Shoe preferences were specific. Shoes had to withstand the wear and tear of skateboarding; specific brands were preferred and had to be brand new.
While the client appreciated the audio and photographic assets, they upgraded to videography for other markets. Other than that, the client was satisfied with the work and repeated the process in subsequent markets.
