As someone who is a professional market researcher, first off, I'm stunned to see them doing any sort of market research. Kudos to them.
However, their way of getting the respondents for their questions is far from ideal given the resources they have. I'm on the same sever as Tekki and it's pretty well known he's not lacking gil in-game (I'd probably be in the same boat too if I only had 1 job at 75).
With the information they have from the Vana'diel Census, they should be able to do wonderful market segmentation for not only qualitative efforts but quantitative as well. They really could get more of a feel as to how the "mid-level" player as well as the "low-level" player feels through adequate segmentation, based on playtime, jobs leveled, etc. You could make comparisons based on end-game satisfaction based on similar variables.
On top of this, SE has an amazing resource with the PlayOnline mailing system. Blasts e-mails could be sent out to people you KNOW play FFXI with pre-screening questions to classify respondents by gender, time zone, in-game job information, in-game race, anything you want. Then you can get more into the specifics with an array of closed-end responses or open-ended responses (your total numbers of respondents will probably be less with open-ended responses for analysis purposes). There are several possible roads to take.
If someone from the FFXI team is reading this, I would be willing to provide FREE consultation work for you in regards to this matter. I have been playing this game since the NA release of FFXI and have leveled 5 jobs to 75. From questionnaire development to data analysis, I have experience in all aspects of the process. I also have experience in dealing with MMO segmentation research in particular, including my exhaustive senior project at the University of Minnesota dealing with MMO addictions and the effectiveness of warning messages in MMOs (available upon request). Just send me a private message and we can discuss further.
XI Wiki


