Sa zynga-vivek-kevin-f inal

May 3, 2011Download as KEY, PDF3 likes1,856 views

This document discusses how gaming concepts and mechanics can be applied to market research. It suggests that traditional surveys with long lists of questions are ineffective and interruptive. Instead, research should engage users by incorporating elements from games like instant feedback, points, social sharing, and voluntary participation. The document advocates for techniques like max-diff scaling, A/B testing, and choice-based questions that reduce cognitive load. The overall message is that applying principles of engagement and gamification can make research a more positive experience that is easy for users while still providing powerful insights.

SOCIAL GAMING AND
MARKET RESEARCH
Survey Analytics
Enterprise Research Platform

Zynga
Connecting The World Through Games

CONNECTING THE WORLD
THROUGH GAMES

Survey Analytics - Our Story
Bootstrapped
Proﬁtable (Not as much as SurveyMonkey)
Software Developers
Stumbled into the Research Business
Young (Except for Andrew Jeavons)

Zynga - Our Story

CONNECTING THE WORLD
THROUGH GAMES

Facebook
Developers
www.appdata.com

CONNECTING THE WORLD
THROUGH GAMES

If Facebook & Zynga were
countries

CONNECTING THE WORLD
THROUGH GAMES

Why should you listen to us?
Kevin works for Zynga?

40 question surveys as a
research tool suck?

Can gaming be used for
research?

Ratings Scale Vs. Choice!

The 35 Minute Survey
It does not WORK

Time is MONEY

140 Characters have
changed the way we
interact

10-7-140 (TPS Reports Don’t Work Either)

Why Zynga is excited about SA

Easy to use
Available anywhere
Randomization, branching,
piping
Real-time reporting
Max Diff Scaling
Facebook Integration
Note: Zynga uses a variety of research tools

CONNECTING THE WORLD
THROUGH GAMES

Voice of the Player

CONNECTING THE WORLD
THROUGH GAMES

Zynga Product Research
Usability
Surveys
Playtesting
Anonymous behavioral
aggregation
A/B Experimentation
Focus Groups

CONNECTING THE WORLD
THROUGH GAMES

My Research Philosophy
Online, Mobile or App

Reduce interruption

Use comparison

Label all options

CONNECTING THE WORLD
THROUGH GAMES

Max-Diff Scaling

Population Level Vs.
Individual Level analysis

Max-Diff Scaling
There are K features to be
tested in total

Each user gets to see N
features at a time

CONNECTING THE WORLD
THROUGH GAMES

Zynga Research - Learnings

Prioritize ideas &
ﬁxes

Large Sample

Low User Investment

CONNECTING THE WORLD
THROUGH GAMES

Go where the users are

CONNECTING THE WORLD
THROUGH GAMES

Research has to be Easy
Yet Powerful
Keys
Rapid - Create
surveys quickly

Smart - Branching,
Randomization etc.

TimeSlicing

Gaming as a Service

Goals

Rules and obstacles

Feedback systems

Voluntary participation

Game-iﬁcation of Research

What’s the most usable
design for the checkout
process at a retail website?
1-click ordering

What’s the most usable
design for Tetris?
1-click solution? (Challenge Is Key)

CONNECTING THE WORLD
THROUGH GAMES

Market Research ++

Measuring complicated emotions

Matching to business needs

Its not always about the fastest…

CONNECTING THE WORLD
THROUGH GAMES

Market Research --

Focus groups
Demographics & personality
Difficult judgments

CONNECTING THE WORLD
THROUGH GAMES

Instant Feedback

Engage users by providing
instant visual feedback

Points, Scores, Badges

They WORK!

Great Experiences are
Social
Use social metrics: NPS

Measure in environment

CONNECTING THE WORLD
THROUGH GAMES

Vivek & Kevin’s

Voting Beats Rating
(rant...)
CONNECTING THE WORLD
THROUGH GAMES

Netﬂix : 1MM Problem

Crowdsource the Prediction Algorithm

5Pt Rating Scale -- 4.6 Vs. 4.2

Discrete choice would have been better?

CONNECTING THE WORLD
THROUGH GAMES

Reduce Cognitive Stress
KISS Principle:
Keep it Simple
Choice Over Rating

TURF, Conjoint, Max
Diff, CHAID

Conclusion

Hofmeyr (2007):

“In sum: we are heuristic decision makers. We may sometimes
feel that we’re agonising over a decision. But mostly we decide
fast and effectively; with minimal use of energy and little
reference to multiple attributes....”

Researchers needs to think about
Engagement

Questions / Comments

vivek.bhaskaran@surveyanalytics.com

kkeeker@zynga.com

This document discusses a panel on gamification at work. Gamification involves applying game design principles to non-game environments. The panel will discuss trends in gamification, including predictions that 40% of large companies will use gamification by 2015 but 80% of current applications will fail due to poor design. The panelists will share their experiences with enterprise gamification projects, challenges, and lessons learned. The audience can then ask questions during a 30 minute Q&A session.

Game analytics - The challenges of mobile free-to-play gamesChristian Beckers

��

Sa zynga-vivek-kevin-f inalVivek Bhaskaran

��

This document discusses how gaming concepts can be applied to market research. It suggests that traditional long surveys are ineffective and gaming elements like points, badges, and instant feedback can increase user engagement. The document advocates for techniques like Max-Diff scaling, conjoint analysis, and discrete choices over rating scales. It argues that research needs to prioritize easy and quick tools to capture user input where they are active like social networks and games.

Designing Data Driven Persuasive Games to Address Wicked Problems such as Cli...Adrian Gradinar

��

This research considers the increasing utilisation of games design as an approach to encouraging behavioural change through design. In particular it considers how to address issues that cannot be reduced to easily actionable personal goals such as climate change and are often termed ‘wicked problems’ by designers due to their innate complexity. This paper presents a research through design approach that focuses on rhetoric within the design of a mobile phone game - Cold Sun. Thus the aim is not to examine the utility or usability of the game but rather offer it as an example of a design approach we believe is desirable and productive for future practice. Cold Sun provides an example that illustrates how scientific and real world data can be integrated into game mechanics to enhance the rhetoric of the game by engaging the player at a more personal level. Thus Cold Sun allows players to effectively rehearse issues of climate change that will affect their plausible futures, and thus develop a greater understanding of some of these complex issues and consider ways to respond.

Using Data Science to grow games / Robert Magyar (SuperScale)DevGAMM Conference

��

- How did we double the profits of a game played by 160 million players with Machine Learning? - What are the challenges of everyday use of ML in mobile games? - We'll show you examples of how we've doubled the profits of the Hill Climb Racing 2 mobile game with cloud ML solutions. - We will also show how we predict the long-term success of mobile gaming marketing campaigns in our portfolio - We will take a closer look at prediction methods, ML cloud pipeline and other Data Science points of interest

Impact of big data in gaming industryVikas Kumar

��

Gamification: The reality of what it is and what it isn'tTNS

��

Kyle Findlay, TNS Global Brand Equity Centre, South Africa and Kirsty Alberts, TNS Global Brand Equity Centre, South Africa "Gamification" is a buzzword currently reverberating across the internet - but how much of it is hype vs. reality? Sitting at the cross-roads between behavioural economics and video games, gamification brings behaviour change methodologies into the digital age by explicitly providing us with the mechanics to improve user engagement. In theory, "gamifying" any process, from filling in tax forms in the real world to shopping on Amazon.com, should increase user engagement and overall satisfaction. The presentation will test these claims. It will investigate just what gamification really is and what it is not. The presenters will highlight recent research they have conducted into this topic along with interviews with various members of some of the tech companies that are at the forefront of this trend.

Module2mhnshree

��

Simple games can help refresh the mind and improve communication in small groups. Surveying users beforehand can provide insight into which types of games would be most engaging. Simple games designed with tools like Flash can then be integrated into company websites to make them more interactive and potentially improve the work environment. An assignment involves surveying coworkers on preferred simple games and applying one to a homepage, then reporting on any changes to the work space.

Креатив - король! Почему мислиды так популярны? / Сергей Рябов (AdSide Media)DevGAMM Conference

��

Поговорим о разных подходах в создании креативов, которые работают прямо сейчас, и подробнее остановимся на мислидах. Как тестировать креативы с минимумом затрат и сколько креативов вам нужно на этапе масштабирования.

Harness the Power of Games to Motivate Your Workforce - NRF 2012Stuart Silverman

��

This document discusses how gamification can be used to motivate employees in the workplace. It notes that gamification is a growing trend that uses game mechanics like points, levels, badges, and feedback to increase engagement. The document provides examples of how activities like cashiering and stocking can be gamified by learning, measuring, and rewarding performance. It also describes a personalized app for gamifying individual employee journeys with goals, progress tracking, and social recognition features. The overall message is that gamification can harness the power of games to motivate workforces.

Efficiently Inefficient: Service Design Games As Innovation Tools - Hannula, ...ServDes

��

The document discusses how service design games can act as efficient innovation tools despite games traditionally being inefficient. It defines service design games and their uses in data gathering, concept development, prototyping, and design education. The research question examines how these games accomplish their goals efficiently. Service design games create knowledge by bringing people's background knowledge together and having them understand different perspectives. Reflection is embedded within game mechanics through separating ideation from the problem and enabling self-distanciation. An example game called ATLAS illustrates how game mechanics can foster deeper understanding and allow rules to change to better suit players' needs.

Facilitating Service Interactions with Design Games - Hatami, MattelmäkiServDes

��

This document discusses how design games can facilitate interactions between service providers and users in coaching services. It presents two games developed to enhance interactions between youth and their coaches. The games were tested in sessions and helped create a safe environment where youth could openly discuss issues. They also allowed coaches and youth to systematically explore the youth's lives in a holistic manner. Key differences in facilitating co-design during use versus before use include that the actual users participate to improve their own situations rather than imagine others', and professionals guide the process using their expertise in the users.

Persuasive Game DesignMargarita Quihuis

��

At this event, we will explore game mechanics and how they can be used to improve digital products, going beyond pure entertainment, to solve real world problems. This new trend is gaining in popularity and brands are reworking their digital resources. Solutions have appeared in a rich assortment of industries, including health, education, finance. Game mechanics can be used to facilitate communication, leverage common interests, create change, and locate missing persons. Some refer to this trend as serious games. Bottom-line: the use of game mechanics allow companies to solve problems, forge a stronger connection with their customers, and create a better user experience.

Gamification (Rahnema college UX course)Alireza Ranjbar SHourabi

��

The document discusses gamification as a toolbox for designing fun and engaging user experiences. It begins with definitions of gamification and provides examples of companies using gamification. Game elements like points, levels, badges and leaderboards are explained. Frameworks for gamification design are presented, including establishing goals and target behaviors, understanding users, and creating feedback loops. The document outlines a process for gamification design including assembling a team, selecting objectives, and considering how to make activities fun. It emphasizes an iterative design approach using tools like value proposition canvases.

Sharing emotions in collaborative virtual environmentsDr. Arindam Dey

��

Tenshi gamification for gamers march 2012jonathannewth

��

This document discusses gamification and its use in non-game environments. It provides background on the speaker, Jonathan Newth, and outlines the history of video game consoles from the 1970s to today. It then discusses how the gaming world has changed with mobile, social, and online games becoming prominent. The rest of the document discusses what gamification is, examples of gamification mechanics like rewards and leveling up, and how these techniques can be used to engage gamers in non-game contexts. It finishes with lessons learned from digital games and a vision of future convergence between virtual and real worlds.

A Human-Focused Design For Humans in a Utopian cityAlireza Ranjbar SHourabi

��

5 Things we Can Learn from Games About UXDori Adar

��

The document discusses 5 key principles that can be learned from games and applied to user experience (UX) design: 1) How to teach users by engaging them to learn through doing rather than just presenting instructions, 2) How to help users win early to keep them motivated, 3) How to reward users through subconscious, tangible, and status rewards, 4) How to diversify the experience to appeal to different personality types through competitive, research, creative and social elements, 5) How to bring users back through notifications and appeals to different motivations like competition, research and more. Examples are provided for each principle from both games and digital products.

GAMIFIN 2019 Conference Keynote: How to fail at #gamification researchLennart Nacke

��

Lennart Nacke describes the many ways that failure is important and necessary for iterative design and development of gamification research. He outlines several ways that current gamification research can improve on experiments, execution, and publication of gamification studies. He touches on areas of game thinking, user experience, and design to tie all the examples of failure together into a call for honest design and research in gamification.

Rules of Engagement: How Gamification is Changing the World Margaret Wallace

��

Games and Crowds: Now, Near, NextBen Sawyer

��

2012 12 14 (ucm) emadrid aserrano ucm learning analytics vision practica apli...eMadrid network

��

The 5 Gamification Languages: The secret to gameful experiences that last��(Ga...Lennart Nacke

��

Good design is at the heart of gamification and learning. To become outstanding designers, we must have a language to communicate our ideas to our teams. Sometimes our gameful design languages (or design approaches) are different and communication suffers. This talk outlines how you can find your primary gamification language and introduces five languages: (1) goals and challenges, (2) quality of content and context, (3) incentives, (4) motivating actions, (5) system mechanics. Each of these present different perspectives on pursuing gameful design, but they are not always distinct – in fact, being able to speak all five gamification languages fluently will make you a better gameful designers. The talk will introduce each gamification design language with examples of how to apply these languages in a gamified learning context. You will be able to self-assess your gamification language and comprehend the language of other gameful designers in your time. If you learn more than your primary gamification language, you can apply these languages to improve your gameful designs for wider audiences.

Evaluation of heuristics for designing believability in games gameon2013Magnus Johansson

��

Presentationforwebdesign 170214213118kaikikazuki

��

The document discusses how virtual reality games can be used to help treat PTSD. It proposes developing a VR game called MediAir that would expose PTSD patients to simulated fear-inducing situations to help them gradually overcome their fears. A community forum and editorial calendar are presented for marketing the game. Website wireframes and prototypes are also shown to illustrate how the game and its therapeutic benefits could be presented online.

11 Awesome Quotes About Game DesignIdea to Appster

��

9,5 Theses on the Power and Efficacy of GamificationSebastian Deterding

��

Research GamesMobile Brasil 2013Moacyr Alves EPP

��

Empower Connect11 Trend FlashEmpower MediaMarketing

��

Gamification techniques can increase user engagement by applying game mechanics to non-gaming activities. Data is increasing exponentially from sources like social media, sensors, and user uploads. It is important for companies to understand different digital marketing channels and integrate various tactics into a well-balanced strategy to reach consumers. Marketing professionals should communicate simply and avoid excessive jargon that does not clearly explain concepts.

More Related Content

What's hot (20)

Module2mhnshree

��

Креатив - король! Почему мислиды так популярны? / Сергей Рябов (AdSide Media)DevGAMM Conference

��

Harness the Power of Games to Motivate Your Workforce - NRF 2012Stuart Silverman

��

Efficiently Inefficient: Service Design Games As Innovation Tools - Hannula, ...ServDes

��

Facilitating Service Interactions with Design Games - Hatami, MattelmäkiServDes

��

Persuasive Game DesignMargarita Quihuis

��

Gamification (Rahnema college UX course)Alireza Ranjbar SHourabi

��

Sharing emotions in collaborative virtual environmentsDr. Arindam Dey

��

Tenshi gamification for gamers march 2012jonathannewth

��

A Human-Focused Design For Humans in a Utopian cityAlireza Ranjbar SHourabi

��

5 Things we Can Learn from Games About UXDori Adar

��

GAMIFIN 2019 Conference Keynote: How to fail at #gamification researchLennart Nacke

��

Rules of Engagement: How Gamification is Changing the World Margaret Wallace

��

Games and Crowds: Now, Near, NextBen Sawyer

��

2012 12 14 (ucm) emadrid aserrano ucm learning analytics vision practica apli...eMadrid network

��

The 5 Gamification Languages: The secret to gameful experiences that last��(Ga...Lennart Nacke

��

Evaluation of heuristics for designing believability in games gameon2013Magnus Johansson

��

Presentationforwebdesign 170214213118kaikikazuki

��

11 Awesome Quotes About Game DesignIdea to Appster

��

9,5 Theses on the Power and Efficacy of GamificationSebastian Deterding

��

Module2mhnshree

��

Креатив - король! Почему мислиды так популярны? / Сергей Рябов (AdSide Media)DevGAMM Conference

��

Harness the Power of Games to Motivate Your Workforce - NRF 2012Stuart Silverman

��

Efficiently Inefficient: Service Design Games As Innovation Tools - Hannula, ...ServDes

��

Facilitating Service Interactions with Design Games - Hatami, MattelmäkiServDes

��

Persuasive Game DesignMargarita Quihuis

��

Gamification (Rahnema college UX course)Alireza Ranjbar SHourabi

��

Sharing emotions in collaborative virtual environmentsDr. Arindam Dey

��

Tenshi gamification for gamers march 2012jonathannewth

��

A Human-Focused Design For Humans in a Utopian cityAlireza Ranjbar SHourabi

��

5 Things we Can Learn from Games About UXDori Adar

��

GAMIFIN 2019 Conference Keynote: How to fail at #gamification researchLennart Nacke

��

Rules of Engagement: How Gamification is Changing the World Margaret Wallace

��

Games and Crowds: Now, Near, NextBen Sawyer

��

2012 12 14 (ucm) emadrid aserrano ucm learning analytics vision practica apli...eMadrid network

��

The 5 Gamification Languages: The secret to gameful experiences that last��(Ga...Lennart Nacke

��

Evaluation of heuristics for designing believability in games gameon2013Magnus Johansson

��

Presentationforwebdesign 170214213118kaikikazuki

��

11 Awesome Quotes About Game DesignIdea to Appster

��

9,5 Theses on the Power and Efficacy of GamificationSebastian Deterding

��

Similar to Sa zynga-vivek-kevin-f inal (20)

Research GamesMobile Brasil 2013Moacyr Alves EPP

��

Empower Connect11 Trend FlashEmpower MediaMarketing

��

Game Analytics SiTF (David vs Goliath)Elvin Li

��

This document discusses how business analytics can be used in the game industry to improve user acquisition, engagement, monetization, and overall success. It provides examples of how companies like Zynga have used analytics across different parts of the game funnel, from user acquisition and marketing to game design and monetization. The document also outlines some key trends in gaming like the rise of mobile and social games, and how analytics can help companies adapt to these trends. It argues analytics are a game changer that have helped optimize different aspects of the gaming business from workload management to fundraising.

Gamification LinkedIn compressedMichaël Kuijs

��

The document discusses gamification and its use in business contexts. It defines gamification as using game elements and design in non-game environments to motivate and engage people. Gamification can be used to encourage knowledge sharing, social collaboration, and employee engagement. The document also covers game design principles, player types, elements, and dynamics that can be used when designing a gamification system. It provides an example of building a gamified knowledge sharing application in OutSystems.

Introduction to GamificationСнежана Бежнар

��

Games for Change MethodologyGames for Change

��

Games are a $60 billion global industry played by 97% of American teenagers and the average Facebook gamer is 39 years old. Research organizations argue games offer attributes for 21st century learning like systems thinking and problem solving. Games are being used by non-profits and agencies to further educational and social goals. G4C's methodology involves understanding the audience, context, desired impact, appropriate platform, financial sustainability, gameplay design, execution process, and evaluation metrics. Case studies demonstrate games in classrooms, developing countries, direct action games, mass collaboration, youth creation, and evaluation/brain research.

How to Run Conjoint AnalysisQuestionPro

��

How to run conjoint analysisQuestionPro

��

More Than Points: Architecting Engagement Through Game Design ThinkingDustin DiTommaso

��

The buzz surrounding gamification as an engagement platform is reaching critical mass in our industry with the bulk of attention directed to shallow, superficial layers of points & badges but there’s more to unlock. Lot’s more. By considering the psychological underpinnings of engagement driven by intrinsic player motivation, meaningful interactions and yes - mechanics, dynamics and aesthetics we can create a framework for architecting passionate user engagement, guiding behavior and ethically satisfying business goals.

An introduction to funormaling businessAlireza Ranjbar SHourabi

��

This document provides an introduction to gamification and funerals business. It defines gamification as using game elements and design techniques in non-game contexts to engage users and solve problems. The document discusses how gamification is being used by major companies and industries to increase engagement, which leads to loyalty and revenue. It also explores using gamification for behavior change and provides an overview of how to design a gamification system using frameworks like defining objectives, understanding player types, and creating activity loops. The document emphasizes that gamification is not just making everything a game and recommends designing gamification systems using a human-centered approach.

Gamification: Integrating gaming into your brand strategy TP1

��

[DSC Europe 23][Pandora] Siyu SUN Data Science Enter The Game.pptxDataScienceConferenc1

��

Siyu Sun presented on applying data science in the gaming industry. Some key applications discussed include optimizing monetization through improving in-app purchases, ads, and subscriptions. Specific use cases covered predicting payers versus non-payers, ad trigger points, and subscription tier and pricing optimization. Challenges with A/B testing large changes over long durations were also noted. Reinforcement learning applications and the future of generative AI and text-based games were briefly discussed at the end.

Special Topics in MobileMindgrub Technologies

��

The document discusses emerging technologies in mobile and augmented reality. It covers topics like gamification, location-based services, and augmented reality. For gamification, it outlines common elements like badges, leaderboards, and rewards. It also discusses benefits for business like improved employee engagement and learning. Emerging technologies like augmented reality, speech recognition, and multi-touch interfaces are pushing new boundaries of human-computer interaction. The document speculates about a future where augmented reality and "just-in-time" learning are widely used.

Webinar - Elearning: Where do serious games make most sense?Raptivity

��

Games can be used effectively in business and learning contexts to engage employees and learners. Raptivity offers a platform with over 180 customizable game and interactive models that do not require programming skills. These models can be added to existing eLearning content and exported to be viewed without needing Raptivity. Examples showed how games at Microsoft improved productivity and quality. Measurement of objectives is important to demonstrate the impact of games.

Fallon Brainfood: SX35WAki Spicer

��

A few of us at Fallon attended SXSW Conference and we want to share what we saw, what is breaking, what is trending, and what is likely to impact your brands and communications within the next year. Austin comes to Minneapolis. SXSW meets SX35W. Expect to view a series of short, lively, engaging, approachable presentations (no presentation longer than 5 minutes and 5 slides, with a mimimum of "geek-speak") that will showcase the conference highlights and outline the important things that you need to know now.

Gamification: How to Level Up Consumer EngagementShaun Quigley

��

Scoreloop - social discovery of mobile gamesSonja Ängeslevä

��

How to Design a Gamified SurveyQuestionPro

��

Betty Adamou, President and Founder of Research Through Gaming teams up with Survey Analytics to show you why and how to incorporate gamification into your surveys and research efforts. Betty presents "How to Design a Gamified Survey: 7 Things You Need to Do" and her portion of the presentation can be found on Prezi at: http://prezi.com/em-eiascrq5h/how-to-design-a-gamified-survey-7-things-you-need-to-do/ Following Betty's presentation, Survey Analytics Chief Growth Officer of Survey Analytics shows us some small tweaks we can make in our surveys to make them more engaging and interactive if we aren't ready to go all the way with gamification just yet.

Luke Hohmann's Software Guru 2009 Keynote: Innovation In SoftwareEnthiosys Inc

��

CoffeeClub_Ninja Metrics 2014StartupAlliance

��

Ninja Metrics created the Katana Social Analytics Engine to help companies identify, understand, monetize, and retain their most valuable and influential customers using social graph analysis and predictive analytics. The Katana Engine analyzes social influence within networks to measure a user's "Social Value" and can predict user behavior related to payment, churn, conversion, time spent and more. It provides insights through customizable dashboards and integrates through a REST API.

Research GamesMobile Brasil 2013Moacyr Alves EPP

��

Empower Connect11 Trend FlashEmpower MediaMarketing

��

Game Analytics SiTF (David vs Goliath)Elvin Li

��

Gamification LinkedIn compressedMichaël Kuijs

��

Introduction to GamificationСнежана Бежнар

��

Games for Change MethodologyGames for Change

��

How to Run Conjoint AnalysisQuestionPro

��

How to run conjoint analysisQuestionPro

��

More Than Points: Architecting Engagement Through Game Design ThinkingDustin DiTommaso

��

An introduction to funormaling businessAlireza Ranjbar SHourabi

��

Gamification: Integrating gaming into your brand strategy TP1

��

[DSC Europe 23][Pandora] Siyu SUN Data Science Enter The Game.pptxDataScienceConferenc1

��

Special Topics in MobileMindgrub Technologies

��

Webinar - Elearning: Where do serious games make most sense?Raptivity

��

Fallon Brainfood: SX35WAki Spicer

��

Gamification: How to Level Up Consumer EngagementShaun Quigley

��

Scoreloop - social discovery of mobile gamesSonja Ängeslevä

��

How to Design a Gamified SurveyQuestionPro

��

Luke Hohmann's Software Guru 2009 Keynote: Innovation In SoftwareEnthiosys Inc

��

CoffeeClub_Ninja Metrics 2014StartupAlliance

��

Sa zynga-vivek-kevin-f inal

1. SOCIAL GAMING AND MARKET RESEARCH Survey Analytics Enterprise Research Platform Zynga Connecting The World Through Games CONNECTING THE WORLD THROUGH GAMES

2. Survey Analytics Listening Systems

3. We help companies Listen...

4. Survey Analytics - Our Story Bootstrapped Proﬁtable (Not as much as SurveyMonkey) Software Developers Stumbled into the Research Business Young (Except for Andrew Jeavons)

5. Zynga - Our Story CONNECTING THE WORLD THROUGH GAMES

6. Facebook Developers www.appdata.com CONNECTING THE WORLD THROUGH GAMES

7. If Facebook & Zynga were countries CONNECTING THE WORLD THROUGH GAMES

8. If Facebook & Zynga were countries CONNECTING THE WORLD THROUGH GAMES

9. Why should you listen to us? Kevin works for Zynga? 40 question surveys as a research tool suck? Can gaming be used for research? Ratings Scale Vs. Choice!

10. The 35 Minute Survey It does not WORK Time is MONEY 140 Characters have changed the way we interact 10-7-140 (TPS Reports Don’t Work Either)

11. Client-Vendor Collaboration

12. Why Zynga is excited about SA Easy to use Available anywhere Randomization, branching, piping Real-time reporting Max Diff Scaling Facebook Integration Note: Zynga uses a variety of research tools CONNECTING THE WORLD THROUGH GAMES

13. Voice of the Player CONNECTING THE WORLD THROUGH GAMES

14. Zynga Product Research Usability Surveys Playtesting Anonymous behavioral aggregation A/B Experimentation Focus Groups CONNECTING THE WORLD THROUGH GAMES

15. My Research Philosophy Online, Mobile or App Reduce interruption Use comparison Label all options CONNECTING THE WORLD THROUGH GAMES

16. Max-Diff Scaling

17. Max-Diff Scaling Population Level Vs. Individual Level analysis

18. Max-Diff Scaling There are K features to be tested in total Each user gets to see N features at a time CONNECTING THE WORLD THROUGH GAMES

19. Zynga Research - Learnings Prioritize ideas & ﬁxes Large Sample Low User Investment CONNECTING THE WORLD THROUGH GAMES

20. Go where the users are CONNECTING THE WORLD THROUGH GAMES

21. Research has to be Easy Yet Powerful Keys Rapid - Create surveys quickly Smart - Branching, Randomization etc. TimeSlicing

22. Gaming as a Service Goals Rules and obstacles Feedback systems Voluntary participation

23. Game-iﬁcation of Research What’s the most usable design for the checkout process at a retail website? 1-click ordering What’s the most usable design for Tetris? 1-click solution? (Challenge Is Key) CONNECTING THE WORLD THROUGH GAMES

24. Market Research ++ Measuring complicated emotions Matching to business needs Its not always about the fastest… CONNECTING THE WORLD THROUGH GAMES

25. CONNECTING THE WORLD THROUGH GAMES

26. Market Research -- Focus groups Demographics & personality Difficult judgments CONNECTING THE WORLD THROUGH GAMES

27. http:/www.zynga.com/ jobs/ Marketing Advertising Revenue Associate Brand Manager Director Consumer Communications Director, Marketing Infrastructure & Analysis Director, Online Marketing Email Marketing Manager Public Relations Coordinator Reporting Analyst CONNECTING THE WORLD THROUGH GAMES

28. Instant Feedback Engage users by providing instant visual feedback Points, Scores, Badges They WORK!

29. Share some data with users

30. Great Experiences are Social Use social metrics: NPS Measure in environment CONNECTING THE WORLD THROUGH GAMES

31. Vivek & Kevin’s Voting Beats Rating (rant...) CONNECTING THE WORLD THROUGH GAMES

32. Netﬂix : 1MM Problem Crowdsource the Prediction Algorithm 5Pt Rating Scale -- 4.6 Vs. 4.2 Discrete choice would have been better? CONNECTING THE WORLD THROUGH GAMES

33. IdeaScale, Digg & Marijuana

34. Reduce Cognitive Stress KISS Principle: Keep it Simple Choice Over Rating TURF, Conjoint, Max Diff, CHAID

35. Conclusion Hofmeyr (2007): “In sum: we are heuristic decision makers. We may sometimes feel that we’re agonising over a decision. But mostly we decide fast and effectively; with minimal use of energy and little reference to multiple attributes....” Researchers needs to think about Engagement

36. Questions / Comments vivek.bhaskaran@surveyanalytics.com kkeeker@zynga.com

Editor's Notes

#2: Vvek & Kevin\n
#3: Vivek\n
#4: Vivek\n
#5: Vivek\n
#6: Kevin\n
#7: Kevin\n
#8: Kevin\n
#9: Kevin\n
#10: Vivek\n
#11: Vivek\n
#12: Vivek\n
#13: Kevin\n
#14: Users generally don&#x2019;t make accurate judgments about shades of gray\nIt&#x2019;s not meaningful to ask how much you like peanut butter, all you care about is if they love peanut butter\n
#15: \n
#16: \n
#17: Vivek\n
#18: Vivek\n
#19: Kevin\n
#20: For example, surveys show that long loading times are a big issue for many players\n
#21: Vivek - \n
#22: Vivek - \n
#23: Vivek\n
#24: Kevin\n
#25: Market researchers test messaging\nThe best outcome may be counterintuitive\n
#26: \n
#27: \n
#28: \n
#29: \n
#30: \n
#31: Kevin\n
#32: \n
#33: \n
#34: Vivek Digg - Using a simple up and down vote to determine relevance and gather insight.\n
#35: Kevin\n
#36: Kevin\n
#37: \n

�ݺ�ߣ

Sa zynga-vivek-kevin-f inal

Recommended

More Related Content

What's hot (20)

Similar to Sa zynga-vivek-kevin-f inal (20)

Sa zynga-vivek-kevin-f inal

Editor's Notes