UXcentric worked with Codemasters to carry out some important user research. They required data and insights around the demand for a new feature offering, prior to committing time and resources into development. 

The key objective was to understand what players needed from that aspect of the gaming experience and what they thought around the component parts of the overall offering. There was also a desire to gain insight for what would also enhance the appeal and make the experience more compelling for different types of player. 

By using focus groups, diary studies and 1:1 interviews with target customers, we were able to yield rich information on the proposal, whilst also generating new ideas for Codemasters to pursue. This has significantly reduced the risk for Codemasters and they now have a lot more confidence that they are on to a winner with their ideas, and also where best to channel their resources. We look forward to seeing the output in due course.