Back to top

Utilizing findings from both studies, the research team was able to uncover additional opportunities for the state lottery to trigger purchases – both for specific types of tickets, as well as for specific segments of players. 

Opportunities along the path to purchase were categorized based on whether marketing efforts, retail efforts, or operational efforts could address them. We identified “emotional” messages that could trigger interest as well as signage and displays that should be included in retail; we also uncovered measures to help ensure ticket availability at retailers.

Some of the specific “path to purchase” findings were reinforced via the A&U (for example, emotional triggers, as well as physical triggers that may influence interest). However, we were able to take these learnings a step further, given the broader understanding we achieved in the A&U as it relates to player attitudes, including among those who are less frequent players. 

In addition, each of our client’s segments was given a designation for growth or maintenance, with pointers to achieve those goals. For example, some segments needed “win belief” to be reinforced, while others would benefit more from communication on additional chances to win. And a separate analysis was conducted to understand how/if multicultural players’ attitudes and habits differed from the overall pool of players.

The results from both initiatives were shared with a broad audience, with each department in the organization able to take away the key insights that would impact their business function and strategies going forward.

Situation

There are many nuances that go into the lottery ticket purchase experience, with the players’ personal situations, habits, and games played all being a factor. Our client, a state lottery, knew this from the qualitative intercept work they had conducted. However, they desired the ability to share quantitative numbers with key stakeholders to influence future decisions and strategies.

At the same time, this state lottery began to realize how limited their understanding was of the consumer segments they had identified in prior research. That, coupled with a desire in the organization for a better understanding of multicultural players, led to the initiation of a more broadly scoped attitudes & usage (A&U) study.

In addition, while the audiences interviewed for each survey were slightly different, it was critical to ensure the studies were not siloed from each other; they needed to be complementary, with the findings of each leveraged to tell the full story.
 

Problem

A quantitative understanding of the “path to purchase” lottery tickets was important so our client could determine which tactics are most critical at each stage, as well as with each ticket type. The findings needed to cover not only influences to purchase a ticket but also each aspect of the purchase experience – both in-store and before going to the store. As such, this survey audience was comprised of recent purchasers so they could recall their experience.

However, an A&U was also desired among a broad audience of players to understand their general behaviors and attitudes toward the lottery. In addition, with a broad sample, there was a need to understand each of their six strategic segments more deeply, as well as multicultural players (in particular, African Americans and Hispanics).

While two distinct initiatives were desired, it was also important that they didn’t each exist in a “vacuum.”
 

Result

Utilizing findings from both studies, the research team was able to uncover additional opportunities for the state lottery to trigger purchases – both for specific types of tickets, as well as for specific segments of players. 

Opportunities along the path to purchase were categorized based on whether marketing efforts, retail efforts, or operational efforts could address them. We identified “emotional” messages that could trigger interest as well as signage and displays that should be included in retail; we also uncovered measures to help ensure ticket availability at retailers.

Some of the specific “path to purchase” findings were reinforced via the A&U (for example, emotional triggers, as well as physical triggers that may influence interest). However, we were able to take these learnings a step further, given the broader understanding we achieved in the A&U as it relates to player attitudes, including among those who are less frequent players. 

In addition, each of our client’s segments was given a designation for growth or maintenance, with pointers to achieve those goals. For example, some segments needed “win belief” to be reinforced, while others would benefit more from communication on additional chances to win. And a separate analysis was conducted to understand how/if multicultural players’ attitudes and habits differed from the overall pool of players.

The results from both initiatives were shared with a broad audience, with each department in the organization able to take away the key insights that would impact their business function and strategies going forward.
 

Solution

Two robust online surveys were conducted:

  1. A path-to-purchase survey was among recent (past month) lottery players in the state – most of whom had a purchase in the prior two weeks. (A sub-sample of those who considered playing recently but did not play was also included to understand specific occasion barriers.)

    After understanding the different games purchased and frequency, the survey focused on the most recent purchase made – including questions about each type of ticket purchased. Questions were asked about what led up to the purchase occasion, the occasion itself (where/when/with who/what else), as well as a rating of the overall experience and intentions to purchase again.

  2. An A&U survey was conducted among past year lottery players in the state who were open to playing again.

    The A&U covered various “modules” of the lottery experience and perceptions – from awareness & playing frequency to perceptions of the lottery overall (and the games), how they typically play, winning & losing behaviors/attitudes, advertising, and interest in new/different ways to play.

A robust sample size for each study enabled analysis of the results on several different levels.

  • In particular, the path-to-purchase study enabled us to understand the most recent purchase of 7 different game types, as well as the ability to understand nuances between planned and unplanned purchases of each.
  • In the A&U, we were able to understand players not only based on the games they’ve purchased or their overall frequency of playing, but also among each of six segments, as well as Black and Hispanic players. In fact, the analysis for the A&U included several “mini” reports   - ones focusing on each game, as well as the multicultural players.

While two large reports were created to capture the information in each study for the sake of having the information saved/available, insights from both studies were used when crafting the overall implications & recommendations – and both studies were sourced in presentations to the broader team of client stakeholders.
 

Outcome

Utilizing findings from both studies, the research team was able to uncover additional opportunities for the state lottery to trigger purchases – both for specific types of tickets, as well as for specific segments of players. 

Opportunities along the path to purchase were categorized based on whether marketing efforts, retail efforts, or operational efforts could address them. We identified “emotional” messages that could trigger interest as well as signage and displays that should be included in retail; we also uncovered measures to help ensure ticket availability at retailers.

Some of the specific “path to purchase” findings were reinforced via the A&U (for example, emotional triggers, as well as physical triggers that may influence interest). However, we were able to take these learnings a step further, given the broader understanding we achieved in the A&U as it relates to player attitudes, including among those who are less frequent players. 

In addition, each of our client’s segments was given a designation for growth or maintenance, with pointers to achieve those goals. For example, some segments needed “win belief” to be reinforced, while others would benefit more from communication on additional chances to win. And a separate analysis was conducted to understand how/if multicultural players’ attitudes and habits differed from the overall pool of players.

The results from both initiatives were shared with a broad audience, with each department in the organization able to take away the key insights that would impact their business function and strategies going forward.