Think Consumers First - Using in-app surveys to measure consumer satisfaction levels - EA
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JULY 16 - 18, 2013, Minneapolis, USA WWW.MRMW .NET The original, premier event for the Mobile Marketing Research Industry
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Transcript of Think Consumers First - Using in-app surveys to measure consumer satisfaction levels - EA
JULY 16 - 18, 2013, Minneapolis, USA
WWW.MRMW.NET
The original, premier event for the Mobile Marketing Research Industry
WWW.MRMW.NET
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Think Consumers First: Using in-app Surveys to Measure
Consumer Satisfaction Levels
Lisa Spano, Ph.D.
Tina Tseng
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• Think Consumers First
• Engage with Consumers
• Listen to Consumers
The In-App Mobile Game Opportunity
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EA Mobile Games
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Great games are defined by the best experience for players
Our priority is to create games that keep players coming back week after week
EA Mobile Games
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Game Launch / Game Update
Demographic and Psychographic
Profiling
Game Feature Assessment
Net Promoter Score Tracking
Goal: Build and Sustain Consumer Satisfaction
Customer Experience Measurement Program
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How likely is it that you would recommend (GAME) to a friend or family member? (Scale of 0-10)
10 9 8 7 6 5 3 2 1 0 4
Not at all likely
Extremely likely
Net Promoter Score
% Promoters (9 and 10)
% Detractors (0 through 6) = -
Net Promoter Score (NPS)
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Why would you or wouldn’t you
recommend game?
Promoters
“Game is challenging”
“Game has a good
storyline”
Detractors
“Game crashes when I use Facebook I
connect”
“I’ve progressed through all
levels”
Identifying Issues & Opportunities
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Metric is used across a number of industries
Quantifiable qualitative data
Unambiguous, easy to understand metric
Good indication of growth potential and customer loyalty
Can be tracked over time and benchmarked against similar products/companies
Why NPS?
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* Source: Satemetrix 2013 US Consumer Study
NPS Scores by Sector
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Case Study: The Sims FreePlay
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Case Study: The Sims FreePlay
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In-App Note Banner
Step 1: Live Data Collection
Interstitial
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Step 1: Live Data Collection
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Step 1: Live Data Collection
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Step 1: Live Data Collection
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Step 2: Key Insights
40% 43%
45% 44% 40%
-10%
0%
10%
20%
30%
40%
50%
60%
January February March April May
SFP NPS Score Over Time * Hypothetical Data
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QUALITATIVE FEEDBACK:
“Completely addictive. You compete against yourself to just complete one more task to have very happy Sims. To reach the next level to achieve more lifestyle points, escapism in the complete sense of the real world, all consuming. I love it!
“Amazing. Good graphics, fun levels, awesome features, and fun activities. 100% happy with this game!!”
“It's really fun and the story never ends!”
Step 2: Key Insights
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Step 2: Key Insights
New Updates
Relationships between Sims
Social features between you and your friends
Completing limited time goals
Growing your family
Most Important Features
Teens
Senior Sims
Visiting friend’s towns
More buildings
Top Feature
Requests
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Neighbors Update
(7/18)
Visiting friend’s towns
Completing limited
time goals
Social Features
Step 3: Sharing Data
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IT’S TIME TO MEET THE NEIGHBORS
GET IT ON THE APPLE APP STORE, GOOGLE PLAY AND AMAZON APPSTORE ON JULY 18TH
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Send your Sim out into the big wide world and visit other players’ towns! Compare your interior decoration skills with real-world friends and form
new relationships!
Make new friends in our latest update
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Keep the questionnaire short and consistent
Track regularly
Monitor trends in categories
Tie-in with telemetry metrics
Listen to the players
Always think consumers first!
Best Practices for In-App Surveys
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• Immediate identification of potential problems in the game • Complete understanding of game features consumers value • Ability to create the game experiences our consumers want • High ratings in the App Store/Google Play • Increased viral acquisition • Reduced churn
Putting Consumers First
WWW.MRMW.NET
TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR
GOLD SPONSORS
WORKSHOP HOST
SILVER SPONSORS
PREMIERE SPONSOR
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JULY 16 - 18, 2013, Minneapolis, USA
WWW.MRMW.NET
The original, premier event for the Mobile Marketing Research Industry
