TY  - JOUR
AB  - A senior product manager for a telecommunications company has been asked to propose ideas for generating new revenue from video gamers who use his company's Internet services. The manager has commissioned the development of “experience maps” for three subsegments within the gamer segment. The experience maps, which are reproduced in the case, provide students with an opportunity to generate customer insights based on real qualitative data.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
VL  - 
IS  - 
SN  - 2474-6568
DO  - 10.1108/case.kellogg.2016.000132
UR  - https://doi.org/10.1108/case.kellogg.2016.000132
AU  - Grayson Kent
AU  - Waikar Sachin
AU  - Smith Gene
PY  - 2017
Y1  - 2017/01/01
TI  - Gaming the Gamers: Using Experience Maps to Develop Revenue-Generating Insights
T2  - Kellogg School of Management Cases
PB  - Kellogg School of Management
SP  - 1
EP  - 19
Y2  - 2024/04/25
ER  -