Peter LaChance

Leading efforts to build a consumer insights practice at one of the most successful AAA gaming publishers in the world.

• Research Design: Focused on quantitative methodologies including segmentation, landscape/foundational research, competitive analysis, early concept testing, discrete choice modeling and brand tracking research. Notable Research: • Designed and led an 8-market segmentation of the wider PC/console gaming audience to help a legacy AAA publisher prioritize psychographic groups of gamers individually for different unreleased titles. • Designed and led a hybrid 4-market global segmentation of the open-world adjacent gaming audience & active playerbase health evaluation for major AAA publisher to guide future development and marketing efforts. • Designed and led foundational research for large indie game publisher to better understand the indie game consumer, designing an experimental survey that asked both motivational and feature-level priorities to guide their developer partnership efforts. • Designed and led two global foundational research projects for Facebook, the results of which were published (see “Games Marketing Insights for 2021” and “Genre and Great Games”). • Designed and led a study that optimized pricing and perks for a game subscription service using DCM. • Operations: Developed and ran a system for feedback intake, solution development, and company-wide communication to help address key pain points & research process breakdowns. • Account Management: Account lead on 5 key accounts, totaling $2.1M revenue in 2021. • Team Management: Handled the day-to-day operations and resourcing of a 13-person team, as well as managed 3 direct reports (who managed a combined 4 additional employees). • Key Clients Included: Rockstar Games, Playstation, SEGA, Humble Games, Wizards of the Coast, Big Fish, Hasbro.

• Research Design: Focused on quantitative methodologies, including segmentation, brand tracking, discrete choice modeling and early concept testing. Notable Research: • Though only a year into my market research career, was able to lead the setup wave (and subsequent 3 waves) of a AAA game studio’s brand tracker with minimal oversight, including survey design and a complicated sampling/weighting plan. • Conducted a postmortem on a AAA FPS title for the publisher to better understand the factors that let to its subpar market performance. • Launched and maintained a quarterly, high-security concept testing survey for major AAA publisher to help them better greenlight / optimize titles early in development process. • Key Clients Included: Microsoft/Xbox, EA, Riot Games, Respawn Entertainment. • Recipient of the 2017 LRW “Rookie of the Year” award, granted to one individual among ~75 new hires for having tremendous impact on both LRW and client success

• Project Management: Supported the lead producer of a third-party game development agency, helping with resource management, project planning / scheduling and other miscellaneous tasks. • Team Coordination: Prepared for and co-led 30+ development sprint meetings. • Key Clients Included: Riot Games, Warner Brothers, Boss Key Productions.