Case Detail

Case Summary

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

Case Number: 5-212-250, Year Published: 2012

HBS Number: KEL675

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Authors: Kent Grayson; Sachin Waikar

Key Concepts

Market Research, Marketing, Product Development

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.

Learning Objectives

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.

Number of Pages: 19

Extended Case Information

Teaching Areas: Marketing

Teaching Note Available: Yes

Geographic: United States

Industry: Telecommunications

Organization Name: Fictional

Organization Department: Marketing

Organization Size: Large

Decision Maker Position: Senior Product Manager

Decision Maker Gender: Male

Year of Case: 2011