As innovation accelerates across the lottery and gaming landscape, organizations face a familiar paradox: new revenue opportunities emerge faster than ever—but understanding player behaviour, regulatory risk, and market readiness still requires real depth.
When Ontario Lottery and Gaming (OLG) set out to explore a new category, they needed more than quick reads or surface-level data. They needed a foundational understanding of awareness, participation, motivations, and barriers, delivered fast enough to inform decision-making in a highly regulated environment.
In this session, OLG and Reach3 Insights will share how conversational research was used to engage Ontarians in a rigorous, mobile-first conversational study that balanced speed with depth. By combining quantitative scale with in-the-moment qualitative expression, the team captured authentic player thinking while maintaining the structure required for confident strategic decisions.
Beyond the methodology, this case demonstrates how modern storytelling—through video, real-time toplines, correspondence mapping, and interactive mobile deliverables—helped insights travel further inside the organization, influencing stakeholders beyond the research team.
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