Gaming the Gamers: Using Experience Maps to Develop Revenue-Generating Insights

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017

Abstract

After students have analyzed the case, they will be more comfortable analyzing unstructured consumer insight data with limited direction, as well as with the inductive reasoning necessary to develop marketing insights based on qualitative research results. They will also have a better understanding of how customer insights can drive product development decisions and a greater understanding of experience maps as a consumer research tool

Keywords

Citation

Grayson, K., Waikar, S. and Smith, G. (2017), "Gaming the Gamers: Using Experience Maps to Develop Revenue-Generating Insights", Kellogg School of Management Cases. https://doi.org/10.1108/case.kellogg.2016.000132

Download as .RIS

Publisher

:

Kellogg School of Management

Copyright © 2012, The Kellogg School of Management at Northwestern University

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.