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ILR has several proprietary tools we use to understand consumer attitudes and behavior.

Depending on the challenges each client faces in their specific situation, we may use a number of different tools, in addition to traditional qualitative and quantitative methods.

  Timeline - Longitudinal Player Panel

Timeline is a longitudinal case study of players to understand the total market life course of key segments of players. Players opt in to participate in a tracking study of their lottery and gaming behavior over time. Respondents complete diaries (paper or electronic) of their play of lottery games as well as other gaming activities. Reports are collected and analyzed on a monthly basis. Data can be overlaid to provide perspectives of effectiveness of promotional programs, advertising, jackpot levels on spending levels, frequency of play, new game interest, etc.

  SCOR - Diagnostic Creative Test

SCOR is a study designed to independently evaluate proposed creative and media messages. This tool gives Lotteries the unbiased and proprietary information necessary to create a campaign that will most effectively reach potential players.

  Milestone - Awareness, Attitude and Behavioral Tracking Study

Milestone is recommended as a tool to aid the monitoring of overall effectiveness of lottery marketing and promotional efforts and to provide diagnostic data if there are indications that the lottery is falling short of goals. The study would be conducted on a continuous basis across the state, with 500 respondents per quarter for the first year (per month if lottery is a start-up). As a marketing tool, MILESTONE also yields data that provides indications of opportunities for business development. Ex: cross-play segments, barriers to play, seasonality, etc.

   Playtrac - Online Tracking Study of Consumers

Playtrac tracks the attitudes and behaviors of a representative sample of residents in order to understand the relevant audience’s attitudes towards the lottery, motivations and barriers to play and what specific messages and communications about the brand are most likely to resonate with them and motivate them to play. The tracking survey would be updated every quarter and can test the effectiveness of various advertising and marketing strategies, as well as game launches.

   Gamer 1

Game concept panel developed out of a recognition of our clients’ needs for an unbiased, independent evaluation of actionable data on what games players in their states are most likely to play, supplementing vendors’ claims about what games have worked well in other states. Gamer1 is the first phase in the development of an online panel of lottery players to evaluate proposed instant /scratch-off game concepts. The data gathered provides insight regarding appeal, key drivers and barriers to play, and likelihood of playing various proposed game concepts. Information aids in optimizing game introductions, refinement of ticket designs and game mix.

   Gamer 2

Longitudinal follow-up of panel. Over time, as a player segmentation develops the panel becomes increasingly important as a resource tool to aid in creating games that could appeal to specific target segments – new, infrequent, lapsed players, etc.

   P.O.P. View - Real-Time Retail Channel Sales Monitor

P.O.P. View is the reality show for the lotteries. It was created to provide real-time information relating to the impact of advertising and promotional efforts on ticket sales at the point of purchase (P.O.P.). In addition to real-time sales monitoring and the ability of a director to view transactions live as they occur, data are compiled, coded and analyzed to provide an analysis of what P.O.P. messaging works, who is actually playing, how they decide which games to play and how often they play.

  Snapshot - Interactive Voice Recognition Survey

Snapshot is a superior tool for listening to the voice of the consumer. This method was created to quickly and effectively evaluate the pulse of the consumer across the state. The value of this method is its efficiency in providing statistically predictive quantitative data, enhanced with rich qualitative information and actual voices of consumers. While focus groups allow for in-depth explorations of issues, they are not representative of the population as a whole and are not statistically predictive. Snapshot affords the benefits of statistically reliable quantitative data as well as the type of real consumer feedback that is found in qualitative research. The quotes, voice clips and consumer profiles developed out of this research are valuable for agencies developing communications, marketing and promotional materials.

   VOC 1-2-1 - Ethnographic Consumer Research

VOC1-2-1 intercepts consumers as they are exiting lottery retailers to understand what drives them to visit a retailer and motivates them to play or not play the lottery while at the retailer, including advertising, point of purchase signage and other promotions. This research gives the lottery actionable information regarding the real-time experiences of a representative sampling of lottery retailer customers, as well as audio and video footage of different consumer segments. In addition to quantitative analyses of the survey data, the video and audio recordings provide a deep and rich understanding of who the different customer segments are, their personality and lifestyle traits, their experiences in lottery retailers and their motivations for playing the lottery.