Unit 3: Research - Market vs Production

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Unit 3: Research - Market vs Production

  1. 1. Japanese Word of the Week (8)<br />Samui<br />寒い<br />[Sa-moo-ee]<br />Samui, desu ne?<br />
  2. 2. Aims & Objectives<br />Aims:<br />Students will understand the differences between market and production research. They will use both to focus upon one product<br />Objectives:<br />All students will identify with 1 form of market and one form of production research<br />Most students will be able to begin to use market and/or production research<br />Some students will be able differentiate between market and production research<br />
  3. 3. Research and Pre-Production<br />w/c 17th January 2011<br />Unit 3 Research Techniques for Media Industries<br />Unit 1 Pre-Production for Media Industries<br />
  4. 4. Research Techniques<br />1 Understand the purposes of research in the media industries<br />2 Be able to apply a range of research methods and techniques<br />3 Be able to present results of research.<br />
  5. 5. Pre-Production Techniques<br />1 Understand requirements for production<br />2 Be able to obtain resources for production<br />3 Be able to apply production logistics. <br />
  6. 6. How Was Last Week’s Task?<br />4Ws and H!<br />Using a game of your choice, go home, play it and blog the pros and cons of playing your chosen game.<br />
  7. 7. My Research<br />What is it? Gears of War<br />Where is it set? Sera<br />Why is it good/bad? I can remove heads  However multiplayer can suffer from lag <br />When is it set? 14 Years after E-Day<br />How is the game made to look or be accessible? The scenes of violence within the game give this game an age rating of 18+. The genre of the game is that of a third person shooter. The game has also been nominated and won various awards.<br />
  8. 8. Task 2 is Due Next Week<br />Go to the Gamelogs site and read about gamelogs (there are literally thousands). Then see how your task 1 results compare?<br />
  9. 9. Production Research<br /><ul><li> Who can make the game?
  10. 10. What is the motivation?
  11. 11. What should the game feel/sound/look/play like?
  12. 12. What is the game about and is it relevant?</li></ul>Production researchers have a general knowledge of stuff. They are well aware of other things in their environment. Don’t attempt production research if you have a limited knowledge of the world around you!<br />
  13. 13. Market Research<br /><ul><li> Talk to people
  14. 14. Proactive presenters of facts
  15. 15. Statisticians!
  16. 16. Accurate
  17. 17. Truth!</li></ul>Do you like people of all ages? Can you talk to them? Can you keep a conversation going? Can you accurate produce facts and figures?<br />
  18. 18. Activity<br />Read the handout about The Sims – assess the accuracy of the information using some of the traits that production researchers have.<br />
  19. 19. Will Wright’s Research<br /><ul><li> Psychological accuracy – Maslow’s Hierarchy of Needs
  20. 20. Levelling of existing or similar games on the market
  21. 21. Understanding of audience from previous titles in the franchise
  22. 22. What worked? What didn’t work?</li></li></ul><li>What Questions Do Production Researchers Ask?<br /><ul><li> Is it realistic?
  23. 23. Does the audience need?
  24. 24. Will it get an acceptable rating?
  25. 25. Is the production viable?</li></li></ul><li>A Thankless Job<br />Production researchers work very closely with designers, but ultimately end up as the bridesmaid not the bride. You can make a great designer, eventually! <br />You will work very closely with the design team and your job will last throughout the life of the game.<br />
  26. 26. Activity<br />Read the handout about Game facts – assess the accuracy of the information using some of the traits that market researchers have.<br />
  27. 27. What Questions Do Market Researchers Ask?<br /><ul><li> Who is being targeted here?
  28. 28. Is there parity between audiences?
  29. 29. How are answers compared?
  30. 30. Who decides the accuracy of the answers?</li></li></ul><li>What’s Design Got To Do With It?<br />… Not much really. Market research is usually employed by the publisher rather than the developer. But without that deadly knowledge, it’s impossible to design within a genre if you have no idea what you audience wants.<br />
  31. 31. Don’t Forget Last Week's Task<br />Go to the Gamelogs site and read about gamelogs (there are literally thousands). Then see how your task 1 results compare?<br />Timescale: 1 week please<br />
  32. 32. Gamecasting<br />This week we focus on genre, so for your this next task (next slide), I’d like you to look at genre through webcasts. Go to a site such as justin.tv or gameportal.com and assess games within a genre. Think about:<br /><ul><li> How they are being played
  33. 33. Who is watching
  34. 34. What the players motivation is for the gamecast</li></ul>Timeframe: 1 week please<br />
  35. 35. Next Week!<br />You will start market researching the game for your case study. Moreover you will be getting to heart of who made the game, and offering answers through research as to why…<br />
  36. 36. Overview – What Have We Learned?<br /><ul><li> The beginning of research techniques
  37. 37. The key differences between market and production research
  38. 38. Looking beyond facts and figures</li></ul>Have we met our outcomes?<br />

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