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

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017


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



Grayson, K., Waikar, S. and Smith, G. (2017), "Gaming the Gamers: Using Experience Maps to Develop Revenue-Generating Insights", Kellogg School of Management Cases.

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