Developing a More Profound Comprehension of the Customer Experience Within a Casino Environment

Challenge

A regulatory authority overseeing gambling activities in a Canadian province sought to gain insights into the casino customer experience. The goal was to provide informed guidance for future investments, aiming to enhance the enjoyment and well-being of the customer base.

Impact

Consequently, both the jurisdiction and operators are now equipped with practical insights concerning facility improvements and incentives that will strongly appeal to existing and prospective customers.

Method

Cognitive Market Research has introduced a novel protocol for comprehensively scanning multiple casinos across the province. Our approach commenced with in-person ethnographic walkarounds conducted at each casino and racetrack. Subsequently, we administered a quantitative survey to assess the current facilitators and barriers encountered at these properties, while also outlining future expectations.