Three market research projects were completed for StanJames.com, a client of branding agency Heavenly. StanJames.com is a leading UK in-play bookmaker, who offer a wide range of betting opportunities on all sports.
Insight into betting behaviours
Focus groups were conducted involving bettors of varying degrees including occasional, recreational and occupational.The purpose of the research was:
To provide insight into behaviours of users such as taking advantage of social networking / personal community.
To gain understanding of what user expectations in terms of convenience, functionality, ‘intuitiveness’ of a betting web-site. The project informed and refined the brief for web development.
To Probe brand perceptions and gain subconscious brand attitudes in support of stated likes and dislikes.The market research provided actionable changes to brand positioning and to communication style.
The latest StanJames.com web-site can be seen here.