Sa zynga-vivek-kevin-f inal

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  • Vvek & Kevin\n
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  • Users generally don’t make accurate judgments about shades of gray\nIt’s not meaningful to ask how much you like peanut butter, all you care about is if they love peanut butter\n
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  • For example, surveys show that long loading times are a big issue for many players\n
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  • Market researchers test messaging\nThe best outcome may be counterintuitive\n
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  • Vivek Digg - Using a simple up and down vote to determine relevance and gather insight.\n
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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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