Uh... yeah. I think when they say 'research', they actually mean 'excuse we're using for changing the franchise'.
As someone said above, the best way for EA to make more money from this game (and EVERY FUCKING GAME they publish) is to cut the fucking marketing budget. Dead Space 3 is a good example i used in a discussion I was having back when this was announced. Sure, EA want to expand the audience for it, and in general terms (for any publisher) this is something they should strive to do. Just not by dumbing it down, trying to appeal to the lowest common denominator, trying to muscle in on the Call of Duty crowd, like everybody else is fucking doing.
But if we take the EA out of the equation for the minute, is it really worth the risk of making these changes in order to appeal to a wider audience (a lot of whom are more likely to stick with their preferred franchises) - which is in way guaranteed to be successful, and losing a percentage of the audience that you've already established - which pretty much is guaranteed.
Yes, this is taken from a business perspective, a kind of cost analysis exercise, but its one worth making.
But EA don't really work this way do they? Cramming multiplayer or co-op into everything - well actually, fundamentally cramming game modes that dont fit with that particular game - is eventually going to blow up in their faces.
I know I personally will not be buying Dead Space 3, because I have lost all interest in the franchise. Hell, while I enjoyed the second game at the time, the only two things I can really rememebr about it are the fact that the 'final boss' was an annoying, messy bag of wank, and the best level in the game was an extended call back to the original.