USE THESE INDUSTRY AVERAGES TO SEE HOW YOU COMPARE
By Deb Hilgeman, Ph.D., Senior Raving Partner, Market Research
Raving recently completed the 2nd Annual Indian Gaming National Marketing Survey. One of the objectives of this annual study is to help marketing practitioners understand current practices and to see where their property falls on the spectrum.
For example, a key finding of this year’s study is that 50% of casinos are now actively working with Big Data, compared to only 6% last year; this is a huge shift. Are you in the half that is now using Big Data or are you in the half that hasn’t embraced this yet? If so, you are probably going to be in the minority next year.
One of the questions we asked casinos is to determine what types of research they’re conducting. Overall, more than half of all casinos are doing at least five key types of research: Database Analysis, Competitive Analysis, Guest Satisfaction Surveys, Employee Engagement Surveys and Feedback Surveys. The most often used type of research is Database Analysis, and the least often used is Branding & Awareness.
There were no huge shifts in research patterns year-to-year but there were some changes as noted below:
- Database analysis: 91% last year to 90% this year so basically unchanged
- Competitive reviews: Increased from 61% last year to 69% this year
- Guest satisfaction surveys: Decreased from 79% last year to 69% this year
- Employee engagement: Increased from 41% last year to 53% this year
- Branding & awareness: Decreased from 45% last year to 32% this year
- Focus groups: 41% last year to 44% this year so basically unchanged