Emerging Technologies
Research: Color, Material and Finish (CMF)
At a Glance

In 2019, Google released an entirely new cloud gaming service called Stadia, but before it hit the market, they enlisted us to help them better understand gamers’ needs around the controller. Because the project was still highly classified, Google trusted us to run blind testing across the US.

How we did it

By removing the universally known brand name from the testing equation, all facets of the study were kept under lock and key, and our researchers were able to have unbiased conversations with gamers around different colored controllers and how important it was to them to use a unique and expressive controller. Findings from our research directly influenced the three colorways, “Clearly White”, “Just Black” and “Wasabi”, that Google developed and released with their cutting-edge gaming platform.


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