EP 78, Consumer Playtesting. The Secret Weapon Of Successful Toy & Games Companies

Playing At Business - toy & game business podcast with Steve Reece

Toy & games companies generally don't test their products enough with consumers. We all know how much testing goes into ensuring products are compliant with safety standards, but what about testing to see if they are compliant with functionality, fun and general appeal to kids & their parents?

Consumer research playtesting is the not so secret, but shamefully under-utilised weapon of toy & game companies. All the major global toy companies have extensive consumer research programs, but as we discuss in this podcast, research doesn't necessarily have to be expensive to be useful.