Nintendo of America has worked with Wakefield Research and its principals for over 5 years. In that time, they have become an integral part of our research team.
They have been instrumental in helping us to better understand our consumers, identify new consumer targets, and improve existing products. They have been a key partner, in particular, for the largest launches in company history, including that of Wii, Wii Fit, DSi, 3DS, and more.
Our work with Wakefield has spanned a variety of quantitative and qualitative methodologies. In particular, Wakefield designed and led the consumer segmentation used to determine marketing strategies, tactics, and priorities for the US roll-out of Wii. As part of that project, Wakefield conducted a complex consumer segmentation analysis that explored a range of audience types. During that study, Wakefield produced landscape analyses, drivers analyses, gap analyses-types respondent classification tools, and many other outputs. Their deliverables were action-oriented and designed for a range of audiences – from research managers to our advertising team to c-level management.
Wakefield Research has long been a dedicated and valued partner. I appreciate the great lengths they take to deliver quality service, both on their research and in building a relationship with us over the years. I’d recommend Wakefield to anyone needing a full-service research partner.