37 PUBLIC GAMING INTERNATIONAL • MARCH/APRIL 2024 original Thought Leadership research to inform the industry. In the 12 months ending December 2023, IGT conducted 420 qualitative and quantitative studies in more than 660 markets, with over 300,000 individuals participating. These research studies are at the core of how the company presents its current and future offerings on both a local and global scale. New Research Methodologies Just as consumer trends change and evolve, so do research methodologies. IGT has stayed at the forefront in adapting its approach and matching the goals of the research to the best newly available methodologies. Observed Gerard Caro, IGT Senior Director Global Marketing Insights, “In recent years we have moved to fewer in-person focus groups and more online. We’ve shared with the industry our increasing use of vox pops and mobile video testimonials, which can capture in-the-moment impressions and reactions through the players’ lens. This methodology also enables greater reach and variety of interviewees and has yielded some uniquely rich insights that weren’t possible with previous methodologies.” The realm of AI also has its unique uses in research: “We now include AI techniques for survey development and to analyze and aggregate open-ended verbatims into meaningful insights,” Caro noted. “These advances in IGT research will help us and our customers to stay ahead of the curve on consumer behaviors and sentiments that impact lottery,” said Michelle Carney. Expect to learn more about the advances in IGT research in the year ahead. n To download the full Report, “5 Future Forward Trends Driving Lottery Growth,” visit IGT.com/2024Trends. New games for you FREE CHANCE TO WIN , USE CODE TOWIN Hey, Chip! Your total winnings $1340.88 Winnings! Play Now! Hey, Chip! Your total winnings $1340.88 Winnings! Play Now! 2023 IGT Marketing Insights Footprint Research Studies During 12 Months Ending December 31, 2023 Studies Markets/Cities Sample (Players & Retailers) North America 279 472 202,573 International 141 190 98,188 Total 420 662 300,761
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