1
Send recruitment invitation (in recruitment channels)
Send recruitment invitation: The first step of sample recruitment in qualitative research, to distribute recruitment invitation through existing channels.
Necessity: The recruitment channel determines the representativeness of sample selected. If recruitment channels are undiverse, it might lead to homogenous sample characteristics, even the appearance of 'professional respondents', which will severely undermine sample representativeness.
Key point: Be capable to recruit qualified players through various channels.
2
First identification
3
Second identification
First identification: The supervisor will initially select players who meet the recruitment requirements.
Second identification: The user research consultants will further verify the authenticity of players' gaming experience
Necessity: Differences in individual expressive abilities and false reporting of information, to obtain qualifications, will result in a decline in the quality of interviews. Consultants are required to conduct multiple rounds of identification on key feature in advance, to exclude unqualified and low-quality samples.
4
Pre-Tasking
Pre-Tasking: Use juournals ,questionnaires, or other forms, to record players' gaming behaviors or preferences.
Non-fixed section, might be added based on research purposes.
Necessity: Due to differences in vocabulary richness, basic education approaches, etc., overseas players have distinct abstract expression abilities compared to domestic players (often using generalized adjectives), which may lead to interview efficiency decline and cost rise. Assigning pre-tasking and preparing personalized follow-up question directions can significantly improve this situation.
5
Invitation
Invitation: Confirm a suitable interview time with players.
Key points: After the invitation is successful, maintain good communication and interaction with the players, to build trust and reduce the rate of no-shows.
6
Interview
Interview: The host conducts an in-depth online/offline 1v1 interview with the players
Qualitative interviews are the core part of the research. Based on research objectives, discussion guide, and the characteristics of interviewees, the host carries out highly targeted and purposeful communication to gain valuable insights for the business.
Key Points: Qualitative research interviews differ from other forms of communication. What is more important than fluent language communication is the host's communication skills, business understanding, operational understanding, game understanding, and the ability to ask in-depth questions.
7
Player Participation Rewards
Player Participation Rewards: Gift money or gift cards of equal value, issued to thank users for joining our event.