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Market research proposalVinaGame Exploratory Research

ByFor

Date: January 2008 Proposal No: 08-01-036

Project name: Knight-errant

Contact persons

Client: VinaGame Ms Do Thuy An – Marketing Project ManagerMr. Nguyen Phi Hung - Senior Marketing Manager

CBI Ms. Nguyen Khanh Minh Thuy – Research Director

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Proposal content

Content Page

Background 3

Research objectives 4

Decision to be made 5

Information needs 6

Research design 10

Estimated timing 15

The team 16

Investment 17

Terms & conditions 18

Why CBI 21

Project confirmation form 26

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Research Background

VinaGame is the leading game supplier in Vietnam with an estimated market share of 60%. The game portfolio include MMROPG and casual games.

VinaGame wishes to be equipped with insight into gamers’ usage and attitude towards computer games in general and VinaGame’s product and service in specific. These insights would help VinaGame in developing a proper marketing plan for the new games as well as to reinforce the current games.

Apart from the profound internal understanding of gamers (mainly collected from in-game sources), an exploratory research conducted by an independent marketing research agency is expected to provide VinaGame with impartial information on their gamers’ usage and attitude.

CBI was invited to submit a proposal, outlining our recommended methodology, personnel and costs.

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Research objectives

The core objective is to gain insights into gamers’ usage and attitude with details as follows:– To explore gamers’ motivations of playing computer games in

general and the game that they are currently involved in, in particular

– To understand their gaming habit– To understand their expectation when playing a game as well as

the influencing factors to their choice of a game– To gauge their satisfaction/ dissatisfaction with the game they

are involved in– To assess gamers’ perception of VinaGame (and key

competitors)

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The decision to be made

To design a proper marketing strategy (target customer, communication message…)

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Information needs

A detailed discussion guideline will be submitted upon project approval which will reflect the information needs in details (as well as the technique used to get the information). Briefly, the areas of issues that we will cover in our discussion are as follows: – Gamers’ lifestyle–Key daily activities–Dreams/ fear/ concerns–Key interest–Media habit (in general and in relation to games)

– Gamers’ gaming habit and attitude:–Years of experience–How and why to start gaming

–Motivations of playing computer game (fun, relaxation, escapism, fame…)–Time spent every day for games–Games that they have played

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Information needs

– Gamers’ gaming habit and attitude (Cont.):–Years of experience–How and why to start gaming

–Motivations of playing computer game (fun, relaxation, escapism, fame…)–Time spent every day for games–Games that they have played–Likes/ dislikes–Comparison and contrast amongst games they’ve known/

played–Their expectation for an ideal game–Story–Visuals– Interface–Type – casual, MMORPG – in their language– Playing alone or in competition/ community

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Information needs

– Assessment of their current game–Game that they are playing–Their experience with the game (how long?)–Sources of awareness–Perceived target players of the game–Motivations to choose the game–Their target/ objective when playing the game (e.g. who do

they wanna be? Or which level do they want to achieve?)–How to measure their target/ objective?

–Their current level and position in the game– Indicators they use to assess their level and position

–Satisfaction/ dissatisfaction of current game–Key concerns about current game–Rooms for improvement

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Information needs

– Assessment of VinaGame–Key associations–Awareness–Products/ services–Events/ actitivities

–Sources of awareness–Perceived strengths/ weaknesses–Perceived imageries–Personification exercise

–Comparison and contrast with other suppliers (if any)–Rooms for improvement

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Research design

Given the exploratory nature of the research objectives, we believe that qualitative methodology with FGD and in-depth interviews as key approach would be the best-suited.

Qualitative methodology, with its root from psychology seeks to understand and explain rather than measure consumer behavior. This methodology allows us to tap beneath the conscious level of the consumer by employing a variety of techniques to collect data, not just structured question-answer format.

We would like to emphasis that qualitative methodology is not based on interviewing a statistically representative sample of the relevant population. It focuses upon small carefully selected numbers of individuals.

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Research design

FGDs (Focus Group Discussion), with 6 respondents in a 90-120 min. group, will provide a dynamic ambiance, encouraging interchange of debates and opinions. This approach can be applied amongst non-sensitive topic and mainstream consumers/ customers (who feel more comfortable sitting together with their fellows and don’t require a special treatment). In this specific projects, we will conduct FGDs amongst :– Bang chu and cay tien of hard core segments– Newbies of casual games

IDIs (in-depth interviews), or one-on-one interviews in other words, are used when the research objectives are sensitive and the prospects may feel timid/ uncomfortable sitting with others. This approach can also be used when the target respondents are VIP who find it difficult to arrange their time to meet a fixed schedule (at other’s convenience) or whose confidence might cause unnecessary timidity or defensive reactions amongst others. In this project we will use in-depth interviews for VIP of the hard core segments

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Research design

In the mean time, the project will take place in HCMC first. Then, we will see how interesting, surprising and, more importantly, helpful the findings of HMC are to make decision whether we should roll out the research to Hanoi.

Common criteria for all respondents are:– Hard core segment: mainly males–VIP: 20-30 years old–Bang chu: 20-30 years old–Cay tien and new bies: 15-30 years old

– Casual segments:–Teens (male and females): 12-18 years old–Young adults (males and females): 18-25 years old–Housewives: 25-30 years old

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Research design

Hard core Casual

FGDs

Bang chu 2 X

Cay tien 2 X

Newbies 2 X

Teens 12-15 males X 1

Teens 12-15 females X 1

Teens 15-18 males X 1

Teens 15-18 females X 1

Young adults, 18-25 males

X 1

Young adults, 18-25 females

X 1

Housewives, 25-35 X 1

Sub-total 6 7

Total 13

The detailed sample design are as follows:

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Research design

Hard core Casual

IDIs

VIP 6 X

Total 6

The detailed sample design are as follows:

To ensure a proper recruitment of respondents, we need client help of the definition of VIP, bang chu, cay tien, newbies (e.g. indicators to identify them)

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Intended timing

Proposal to client 28 Jan 2008 Preparation and recruitment (after approval) 1 week Fieldwork 1 week Topline 5 working days Report 10 working days

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The team

The project will be managed by Ms. Nguyen Khanh Minh Thuy (Director) with the assistance of Nguyen Thi Phuong Anh (Assistant)

Mrs. Nguyen Khanh Minh THUY – Director– Joined CBI from AC Nielsen with more than 12 years of

qualitative research experience– Owns a wealth of experience in consumer research with

particular strengths in dealing with respondents of various profiles (e.g. age bracket and personal background) and cracking consumers’ psychological ‘language’. Thuy doesn’t deal only with end consumers but also with KOLs (e.g. high rank officer, journalists…)

– Spreads her working experience across a variety of product categories including FMCGs, pharmaceuticals, utilities, finance, insurance (life and non-life), tele communications and automotive

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Investment

The total investment of this project is:

13 FGDs (@1,2000USD/ FGD) US$ 15,600 6 IDIs (@400USD/ IDI) US$ 2,400 Total US$ 18,000 + 10% VAT

However, in appreciation that this is the first time we conduct a research for VinaGame, we wish to offer client a 10% discount on the total number (before VAT). Thus the final costs are: US$16,200 + 10%VAT

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Terms & conditions

The above includes – Design and execution of the study– Incentives for respondents – Presentation in HCMC– One soft and color printed copy of the final presentation

The above cost does not include– Simultaneous translation for client (which will be 60USD/ IDI upon

request)– Test product & materials necessary for the research– Client travel cost to accompany the research execution – Travel cost if the findings are presented outside HCMC– English transcript

The above is paid in 2 times– The first 50% upon project approval – The remained 50% after final presentation

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Terms & conditions

The above cost is good for the research specified in the design section of this document. Changes to the above mentioned design would affect cost and schedule and CBI reserves the right to modify them accordingly

This proposal is prepared specifically for the client by CBI and thus remain the property of CBI. Therefore, the content of this document including the research design and quotation should be kept confidential and should not be revealed to any other parties without written permission from CBI authorized personnel

Cancellation if any after project commission and has started will incur charge to the client depending on work schedule – Cancel at designing stage 10% of total project investment– Cancel after FW starts 30% of total project investment– Cancel after FW finishes 70% of total project investment– Cancel during analysis / reporting 80% of total project investment

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Terms & conditions

CBI commits to conduct this research in accordance with ESOMAR International Code of marketing and social research practice

Since this is a customized study, CBI commits to keep the content of this study exclusive to the client and will not be shared to any other party unless permitted in writing by authorized personnel in the client organization

Hard copy of questionnaire / discussion guideline and other materials of this study will be kept for the period of 12 months after fieldwork finish. The data will be kept for the period of 24 months from the day of completion

CBI adheres to the ESOMAR Code of Business conduct whereby we have to protect respondent identity and thus we can not reveal respondents personal information such as name, address or telephone number.

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Why CBI

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Quality assurance

CBI commits to keep our working process transparent to clients. Clients have the right and are welcome to join, supervise or check any step of the research process of their relevant projects

Draft questionnaire be mocked up internally by researcher before sending to clients

Clients are encouraged to attend fieldwork briefing and interview

Fieldwork interviewers be accompanied by supervisors and can only start FW after being approved by supervisor that he/ she can conduct the project properly

Minimum 20% quality control (quantitative) and 100% (qualitative)

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Our Mission

To assist clients making more effective decision by continuously providing information, insight and analysis of high quality

To build an open, progressive and encouraging working environment where individuals can learn, improve and prove themselves.  

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Our Vision

To be recognized as one of the most valued market research partners who provides high quality information, insights and analysis

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Our Values

Trust Worthy - we commit to the policy of “no commission”

Uncompromising

Focused

Caring

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Project confirmationplease fax to CBI office: 84-8-9111905

I agree and approve this proposal with its terms & conditions

Project name Knight-errant Proposal number

Project summary Gamers’ exploratory research

Location of research

HCMC

Total investment US$ 16,200 + 10% VAT

Client VinaGame CBI contact Nguyen Khanh minh Thuy

Client representative

Mr. Nguyen Phi Hung

Signature Date of approval

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