“In the grim darkness of the far future, there is only war.”
Games Workshop
Ah, Warhammer, my beloved. My nerdy guilty pleasure which I now get to shamelessly explain all over this graded blog. Let’s dive in.
Warhammer is a tabletop game created by a company called Games Workshop (GW), based in Nottingham UK. Among a surprisingly diverse portfolio of products, they primarily sell miniature soldiers. They also support lines of novels (lore), paints, accessories, and even have their own streaming platform all based on their dour, fictional universe generally referred to as Warhammer. While the nerdy details are less important here, what is interesting is how they perform market intelligence gathering and research.
An important term to keep in mind when thinking about GW’s market intelligence base is netnography. This is a common research method used to gather data by studying online communities. In the case of GW, this is the primary channel of information gathering to determine consumer attitude and predict buying behavior. GW has carefully fostered a healthy online community through their aptly named Warhammer Community website and various social media platforms. Here, fans discuss lore, tactics, and painting techniques. This creates a space for organic market research without much direct intervention. GW can observe discussions, identify hot topics, and gauge reactions to new releases or lore developments. Additionally, the company occasionally conducts surveys or polls within these online spaces or after a purchase is made from their webstore, directly soliciting feedback from their core audience. Interestingly, direct survey and poll engagement may not be a common research tactic employed by GW, as I have been with the hobby for almost 10 years and have encountered only a single brief survey.
Offline, another aspect of GW’s market intelligence approach seems to be a focus on direct customer engagement. Their extensive network of dedicated Warhammer stores serves as a vital two-way street. Store staff, often hobbyists themselves, interact with customers daily, learning preferences, fielding questions, and gathering feedback. Players are encouraged to set up games of Warhammer in these stores on tables with terrain set up for just this purpose. Such a move ingratiates the community, encouraging them to spend even more time in the store, getting to know the hobby better, and allowing the store employees to deepen their understanding of each consumer. This on-the-ground intel provides valuable insights into player trends, model popularity, and emerging interests within the community.
While a passionate fan base offers a wealth of insights and primary data, it also presents a unique challenge. GW’s core audience can be fiercely protective of the lore and aesthetics of the Warhammer universe. Deviation from established themes can spark backlash, making gauging openness to change a delicate dance. Any T’au players reading this will understand just how slight a deviation can lead to a wholly irrational, emotional response from some members of the community. We are nerds after all, and our snobby attitude is more than well earned. Regardless, GW relies heavily on experienced staff and community moderators who can interpret fan sentiment and separate genuine excitement from the chaff amidst the occasional grumbling.
I also wondered if the company uses more traditional methods of primary research gathering. Again, they have used surveys, but they are not common. An industry standard tactic is the use of focus groups to estimate interest in emerging product ideas or lore changes. Though never officially stated, it does not seem like focus groups would work in this case. Their target audience is already deeply invested in the hobby, and artificial scenarios might not accurately capture their preferences. The passionate nature of the fanbase could skew results, with participants expressing strong opinions regardless of broader trends. And is just as well, with netnography and building in store relationships with consumers, these alternate data channels would provide all the information which could be gathered from a focus group and more.
GW is a unique case of market intelligence for simply being in a niche business. Nerds are a common but often misunderstood consumer group, and companies may have to shift research tactics to better engage and understand what they want. This hobby is a great example that no one size fits all of research methods, and each industry must be handled specifically and with careful intent. I believe GW is well equipped to maintain its enormous market share as long as it continues to absorb community feedback from the channels outlined here.
Citations
- https://www.warhammer-community.com/en-us/warhammer-40000/
- https://theconversation.com/the-secret-of-games-workshops-success-a-little-strategy-they-call-total-global-domination-129590