"iMAD Research Inc is a global leader in market intelligence, recently completing a multi-regional study evaluating consumer responses to new gaming console concepts. The study focused on identifying the most compelling feature, price, and performance combinations for successful international market expansion beyond Japan. Founded in 2017 by Kartik Khanna and Abhishek Soni, iMAD Research In. operates across the United States, United Kingdom, and India, with a global respondent network of over 2.5 million individuals."
"The primary goal of the study was to identify the most viable console concept for international rollout based on feature sets, pricing strategies, and communication testing. The research was conducted across North America, Latin America, Europe, and Asia-Pacific. A total of 2,500 quantitative respondents and 150 qualitative participants were involved, including casual gamers, hardcore enthusiasts, family players, and social participants spanning a wide age range."
"- Identified the winning console concept based on user preference and regional acceptance - Conducted pricing sensitivity and intention-to-purchase testing - Trade-off analysis revealed top-priority features that influenced communication strategy - Advertising effectiveness measured by preference fit and brand alignment - Regions with the strongest purchase intent were pinpointed to guide launch sequencing"
iMAD Research executed a multi-regional mixed-methods program to evaluate new gaming console concepts across North America, Latin America, Europe, and Asia-Pacific. The sample included 2,500 quantitative respondents and 150 qualitative participants representing casual gamers, hardcore enthusiasts, family players, and social participants. A/B concept testing, online surveys, focus groups, and in-depth interviews assessed feature preferences, price sensitivity, and purchase intent. Trade-off analysis identified top-priority features that shaped communication strategy while advertising effectiveness was measured by preference fit and brand alignment. Regions with highest purchase intent were identified to guide launch sequencing and market entry planning.
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