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Sa zynga-vivek-kevin-f inal

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Sa zynga-vivek-kevin-f inal

  1. 1. SOCIAL GAMING AND MARKET RESEARCH Survey Analytics Enterprise Research Platform ZyngaConnecting The World Through Games CONNECTING THE WORLD THROUGH GAMES
  2. 2. Survey AnalyticsListening Systems
  3. 3. We help companies Listen...
  4. 4. Survey Analytics - Our StoryBootstrappedProfitable (Not as much as SurveyMonkey)Software DevelopersStumbled into the Research BusinessYoung (Except for Andrew Jeavons)
  5. 5. Zynga - Our Story CONNECTING THE WORLD THROUGH GAMES
  6. 6. FacebookDeveloperswww.appdata.com CONNECTING THE WORLD THROUGH GAMES
  7. 7. If Facebook & Zynga were countries CONNECTING THE WORLD THROUGH GAMES
  8. 8. If Facebook & Zynga were countries CONNECTING THE WORLD THROUGH GAMES
  9. 9. Why should you listen to us?Kevin works for Zynga?40 question surveys as aresearch tool suck?Can gaming be used forresearch?Ratings Scale Vs. Choice!
  10. 10. The 35 Minute SurveyIt does not WORKTime is MONEY140 Characters havechanged the way weinteract10-7-140 (TPS Reports Don’t Work Either)
  11. 11. Client-Vendor Collaboration
  12. 12. Why Zynga is excited about SAEasy to useAvailable anywhereRandomization, branching,pipingReal-time reportingMax Diff ScalingFacebook Integration Note: Zynga uses a variety of research tools CONNECTING THE WORLD THROUGH GAMES
  13. 13. Voice of the Player CONNECTING THE WORLD THROUGH GAMES
  14. 14. Zynga Product ResearchUsabilitySurveysPlaytestingAnonymous behavioralaggregationA/B ExperimentationFocus Groups CONNECTING THE WORLD THROUGH GAMES
  15. 15. My Research PhilosophyOnline, Mobile or AppReduce interruptionUse comparisonLabel all options CONNECTING THE WORLD THROUGH GAMES
  16. 16. Max-Diff Scaling
  17. 17. Max-Diff Scaling Population Level Vs.Individual Level analysis
  18. 18. Max-Diff ScalingThere are K features to betested in totalEach user gets to see Nfeatures at a time CONNECTING THE WORLD THROUGH GAMES
  19. 19. Zynga Research - LearningsPrioritize ideas &fixesLarge SampleLow User Investment CONNECTING THE WORLD THROUGH GAMES
  20. 20. Go where the users are CONNECTING THE WORLD THROUGH GAMES
  21. 21. Research has to be Easy Yet PowerfulKeys Rapid - Create surveys quickly Smart - Branching, Randomization etc. TimeSlicing
  22. 22. Gaming as a ServiceGoalsRules and obstaclesFeedback systemsVoluntary participation
  23. 23. Game-ification of ResearchWhat’s the most usabledesign for the checkoutprocess at a retail website?1-click orderingWhat’s the most usabledesign for Tetris?1-click solution? (Challenge Is Key) CONNECTING THE WORLD THROUGH GAMES
  24. 24. Market Research ++Measuring complicated emotionsMatching to business needsIts not always about the fastest… CONNECTING THE WORLD THROUGH GAMES
  25. 25. CONNECTING THE WORLDTHROUGH GAMES
  26. 26. Market Research --Focus groupsDemographics & personalityDifficult judgments CONNECTING THE WORLD THROUGH GAMES
  27. 27. http:/www.zynga.com/ jobs/MarketingAdvertising Revenue AssociateBrand ManagerDirector Consumer CommunicationsDirector, Marketing Infrastructure &AnalysisDirector, Online MarketingEmail Marketing ManagerPublic Relations CoordinatorReporting Analyst CONNECTING THE WORLD THROUGH GAMES
  28. 28. Instant FeedbackEngage users by providinginstant visual feedbackPoints, Scores, BadgesThey WORK!
  29. 29. Share some datawith users
  30. 30. Great Experiences are SocialUse social metrics: NPSMeasure in environment CONNECTING THE WORLD THROUGH GAMES
  31. 31. Vivek & Kevin’sVoting Beats Rating (rant...) CONNECTING THE WORLD THROUGH GAMES
  32. 32. Netflix : 1MM ProblemCrowdsource the Prediction Algorithm5Pt Rating Scale -- 4.6 Vs. 4.2Discrete choice would have been better? CONNECTING THE WORLD THROUGH GAMES
  33. 33. IdeaScale, Digg & Marijuana
  34. 34. Reduce Cognitive StressKISS Principle: Keep it Simple Choice Over Rating TURF, Conjoint, Max Diff, CHAID
  35. 35. ConclusionHofmeyr (2007):“In sum: we are heuristic decision makers. We may sometimesfeel that we’re agonising over a decision. But mostly we decidefast and effectively; with minimal use of energy and littlereference to multiple attributes....” Researchers needs to think about Engagement
  36. 36. Questions / Commentsvivek.bhaskaran@surveyanalytics.com kkeeker@zynga.com

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