Owen Davis with Evolution Research says the future of videogame research may involve Xbox Live users playing games as early as the concept stage.
Market research is changing the gaming industry. The industry's leading publishers and developers are beginning to integrate proven product development and marketing research techniques from other verticals into their product lifecycle. With the adoption of these methods come additional challenges. As an industry it is important that we strike a balance between creativity and statistical analysis. Understandably many questions arise out this maturation. Is it possible to implement sophisticated research techniques in a rapidly expanding market without effecting increasingly tightened deadlines?