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jcdigital.jpJCDigital
Bean Knowlege
Jeff Crawford
JC Digital Consulting
jeff@jcdigital.jp
2016.3.24
Bean Knowledge #1
•  Interesting Tool: Zapier
•  What is it:
–  A online tool (framework) that allows you to pass
events f...
Bean Knowledge 2 – How I Used Zapier
Automate Onboarding Process
•  User Submits Form (Gravity Forms on
WordPress
•  Zap1:...
jcdigital.jpJCDigital
Analyzing Culturally Biased Data
Jeff Crawford
JC Digital Consulting
jeff@jcdigital.jp
2016.3.24
Surveys
•  All Successful Companies Survey Their
Customers (& Employees)
– You Should Too
•  But, You need to Watch Out
– ...
How satisfied are you with this product?
1 3 5
Not at all
Satisfied
Completely
Satisfied
2 4
Lesson 1: Translation Matters...
How satisfied are you with this product?
1 3 5
Not at all
Satisfied
Completely
Satisfied
2 4
1 3 52 4
Lesson 2: Some Cultu...
What is Net Promoter Score?
•  Industry Wide Standard
•  Measure of Customer Loyalty
–  Known as: “the 1 question you shou...
0 5 10
Not very
Likely
Very
Likely
Net Promoter Score Calculation
Detractors Passives Promoters
NPS = Promoters - Detracto...
0 5 10
Not very
Likely
Very
Likely
Lesson 3: NPS: Watch Out for Japan!
Detractors Passives Promoters
NPS = Promoters - Det...
Lesson X: Be Careful of Cultural Bias
65#
$10#
$20#
$10#
0#
10#
20#
30#
40#
50#
60#
70#
US#Product# JP#Product##
Comparing...
Key Take Aways
•  Should survey your customers
•  Be Careful of Translations
–  Especially words that measure extent
•  “e...
What Can You Do?
•  Better to
– compare products within a market/culture.
– compare against the cultural average for all
p...
jcdigital.jpJCDigital
The End
Jeff Crawford
jeff@jcdigital.jp
Prochain SlideShare
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Analyzing Culturally Biased Data, US and Japan, Bean Knowledge

This is a presentation I gave at the Japan Business Meetup in Tokyo on March 24th, 2016. First 10 minutes is a "Bean Knowledge" about a tool called Zapier. Then the main presentation about take into account cultural bias when analyzing data.

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Analyzing Culturally Biased Data, US and Japan, Bean Knowledge

  1. 1. jcdigital.jpJCDigital Bean Knowlege Jeff Crawford JC Digital Consulting jeff@jcdigital.jp 2016.3.24
  2. 2. Bean Knowledge #1 •  Interesting Tool: Zapier •  What is it: –  A online tool (framework) that allows you to pass events from one online service to another –  Free and Paid versions –  Integrations are called Zaps •  The number of Zaps are growing •  Great for automating processes
  3. 3. Bean Knowledge 2 – How I Used Zapier Automate Onboarding Process •  User Submits Form (Gravity Forms on WordPress •  Zap1: Send confirmation email via Gmail •  Zap2: Copied Images to Google Drive •  Zap3: Created Entry on Trello (tracking) •  Zap4: Send message to Slack channel •  Zap5: Make Entry in Invoice SW,
  4. 4. jcdigital.jpJCDigital Analyzing Culturally Biased Data Jeff Crawford JC Digital Consulting jeff@jcdigital.jp 2016.3.24
  5. 5. Surveys •  All Successful Companies Survey Their Customers (& Employees) – You Should Too •  But, You need to Watch Out – Translations – Cultural Tendencies & Biases – Interpreting data •  Take into account Cultural Bias
  6. 6. How satisfied are you with this product? 1 3 5 Not at all Satisfied Completely Satisfied 2 4 Lesson 1: Translation Matters 6 不満足 満足 非常に不満足 非常に満足 大変悪い 大変良い
  7. 7. How satisfied are you with this product? 1 3 5 Not at all Satisfied Completely Satisfied 2 4 1 3 52 4 Lesson 2: Some Cultures view life more positive or extreme than others 7 Typical American Response Distribution Mean=4.1 Typical Japanese Response Distribution Mean=3.1
  8. 8. What is Net Promoter Score? •  Industry Wide Standard •  Measure of Customer Loyalty –  Known as: “the 1 question you should be asking your customers” •  1 Question Survey: –  “How likely are you to recommend this product to a friend or colleague?” •  Measured on an 11 point scale (0 to 10) •  Breaks people into 3 categories –  Detractors, Passives, Promoters
  9. 9. 0 5 10 Not very Likely Very Likely Net Promoter Score Calculation Detractors Passives Promoters NPS = Promoters - Detractors 9
  10. 10. 0 5 10 Not very Likely Very Likely Lesson 3: NPS: Watch Out for Japan! Detractors Passives Promoters NPS = Promoters - Detractors Japanese choose here in the middle 10
  11. 11. Lesson X: Be Careful of Cultural Bias 65# $10# $20# $10# 0# 10# 20# 30# 40# 50# 60# 70# US#Product# JP#Product## Comparing*US*and*JP*NPS* So when calculating NPS for Japan, you often see something like this: 11
  12. 12. Key Take Aways •  Should survey your customers •  Be Careful of Translations –  Especially words that measure extent •  “extremely satisfied”, “very satisfied”, “not at all satisfied” •  “How satisfied”, “how happy” •  “How likely are you”, “how unlikely are you”. •  Need to be consistent with survey translations across all products. •  When surveyed, Americans tend to be more extreme than Japanese –  Both + and - Reviews •  Be careful to NOT compare the same product across cultures
  13. 13. What Can You Do? •  Better to – compare products within a market/culture. – compare against the cultural average for all products – compare against previous versions of the same product
  14. 14. jcdigital.jpJCDigital The End Jeff Crawford jeff@jcdigital.jp

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