Logo Logo

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

Abstract

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.

Type

Case

Author(s)

Kent Grayson, Sachin Waikar

Date Published

Citations

Grayson, Kent, and Sachin Waikar. Gaming the Gamers: Using Experience Maps to Develop Revenue-Generating Insights. Case 5-212-250 (KEL675).

KELLOGG INSIGHT

Explore leading research and ideas

Find articles, podcast episodes, and videos that spark ideas in lifelong learners, and inspire those looking to advance in their careers.
learn more

COURSE CATALOG

Review Courses & Schedules

Access information about specific courses and their schedules by viewing the interactive course scheduler tool.
LEARN MORE

DEGREE PROGRAMS

Discover the path to your goals

Whether you choose our Full-Time, Part-Time or Executive MBA program, you’ll enjoy the same unparalleled education, exceptional faculty and distinctive culture.
learn more