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At SEGA, your opinions matter.

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What is the SEGA Insights Lab?

Founded in 2020, the SEGA Insights Lab is our global community of gamers and gaming enthusiasts. We have over 10,000 active members that help shape our games, products, and other types of experiences by providing feedback through surveys, one-on-one interviews, focus groups, playtests, and more. This community is managed directly by the SEGA of America Consumer Insights Team. Our mission is to advocate for consumers, making sure they have a voice in what SEGA creates.

How Does It Work?

We ask you some questions, you give us some feedback and get rewarded for your time.

Where does the research take place?

We host research online and in-person. Our in-person research is limited to residents of Southern California who live near Irvine, CA. This typically includes focus groups, playtests, and other forms of usability studies. We often run focus groups and one-on-one interviews virtually through video calls. These types of remote research are always available to members in the United States and sometimes Canada, parts of Europe and Latin America. We make our best effort to translate our online survey materials into multiple languages so it can be taken by Lab members across the globe.

So, what's in it for me?

Participants of our in-person focus groups, playtests, or usability research are always thanked for their time in different types of payment incentives. This is true for participants in our virtual video calls, such as remote one-on-one interviews, focus groups, and more. Incentives for these types of research generally range from $40-$200, depending on the project. Our online surveys often include a raffle for digital gift cards, ranging from $10-$30 depending on the project. For the time being, we are only able to provide incentives in United States dollars ($ USD).

What's required from me to sign-up?

To sign up, you must be at least 18 years of age or older. In our survey, we ask a series of questions including your name and contact info, the games you play, etc. This is all so we can make sure you get invited to the right research opportunities. To complete the sign-up process, you will be required to sign and date our nondisclosure agreement (NDA). We are just as passionate about security as we are about advocating for consumers.

And, what about my personal data?

Your personal information is only asked so we can communicate with you about upcoming research opportunities. This information is not shared or sold outside of SEGA. You can read more about it in our privacy policy.


Quick question? We have quick answers! If you have any additional questions not answered here, reach us at SegaInsightsLab @SegaAmerica.com.

  • Who can sign-up? +

    If you have any interest in video games or video gaming culture, we want to hear from you!

  • How do I sign-up? +

    Enter our survey link! In it, we ask for your name, email, and some other information about video games and how you interact with them. This is all so we can make sure you are invited to the right research opportunities.

  • How will I be contacted? +

    Our invites are delivered via the email address you provide us in the sign-up survey.

  • Can I opt out? +

    Yes! You can opt-out of the community any time. If you wish to re-join, simply take our sign-up survey again.

  • What do I need to participate? +

    Our remote, qualitative research opportunities (like one-on-one interviews, focus groups, etc.), you need working Internet, a quiet room, a video camera, and microphone (so we can hear you!).

    Our surveys are available through web browser on desktop or mobile. For virtual interviews, we often use Microsoft Teams, Zoom, or Lookback, a UX platform. This usually does not require any special action on your part. If a particular study does require you to download an application, we will let you know beforehand and will provide instructions!

  • Can I share information about my participation with others? +

    If you participate in our research, it's because you've signed our nondisclosure agreement (NDA). As such, you are not to share details about your participation to others in-person or online. SEGA holds strict confidentiality policies, and we take information leaks very seriously.

  • How do I update my information? +

    Simply take our sign-up survey again! If you leave the same contact information (name, email, etc.) your information will be automatically updated in our system.

  • Can I invite my friends / family to join? +

    Yes! Share with anyone you feel would enjoy this.

  • What is Alchemer / Survey Gizmo? +

    Alchemer (formerly Survey Gizmo) is our survey software partner. They provide the tools by which we create surveys and send invites to participants for feedback. We promise, it is not spam!

  • What games are mainly covered in your research? +

    Because this is a community managed by SEGA of America, it mainly includes research around SEGA of America products. Below is an example list of brands covered in our research:

    • Sonic the Hedgehog
    • Super Monkey Ball
    • Persona
    • Shin Megami Tensei
    • Soul Hackers
    • Yakuza
    • Judgment
    • Genesis/Saturn/Dreamcast era games
    • And more!

  • How do I receive my incentive for participation? +

    Incentives are delivered through the email you provide us. Incentives vary by specific study. Before participating, you'll know what the incentive is. Sometimes it's an Amazon gift card, sometimes it's merch, and sometimes it's free games!