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A group project assigned in the Fall of 2007, research into the packaging and design of a new board game was conducted for a client. The target market, men and women between the ages of 25-34 with above average disposable income, were interviewed in four focus group sessions.
In the qualitative research conducted, the 30-somethings generally played board games for various reasons including the positive interaction with people and potentially experiencing the concept of winning. All of those who responded stated they usually played at home in a comfortable setting as an alternative to a night ‘out,’ where alcohol consumption is involved at venues such as restaurants and bars. Four of seven responded they played board games at work and one stated they played Trivial Pursuit at a bar.
Visually, the 30-somethings positively responded to board game boxes that were simple – both in color (preferably a primary color) as opposed to multi-tie-dye colors, as well as cartoon-elements and that briefly introduced the game on the cover. Board game titles were important factors as to initial interest in the product and gave clues as to how ‘fun’ and ‘difficult’ the game would be. Made-up words such as ‘Balderdash’ and ‘Scattergories’ were of particular interest to one participant, who made the point that silly names pose an initial interest in wanting to learn more about the product. In terms of preferences for the artwork and fonts, the style was a huge determination between whether the 30-somethings interviewed would pick up the game – some of the artwork and font, although it is meant for adults, looks childish, which is a major turn-off to those interviewed (Apples to Apples, for example)
It would be optimal to conduct additional focus groups for further qualitative measurement of the general packaging concerns.
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