Upload
alex-sun
View
620
Download
0
Tags:
Embed Size (px)
DESCRIPTION
My presentation to the Microsoft ADE team in 2008.
Citation preview
IMAGINE CUP PARTICIPANT MOTIVATION STUDY
August, 2008US Academic Evangelism Team
Alex Sun
Which half?
Half of that money was wasted……
How do we win them back?
Business Problem Research Project So What?
Part 1
Business Problem and Business Goal
17,297
6,073
3,610
658
US Total Registrants ??? Selected Competition Competitors
-65%
-82%
Active Registrants
-96%
2008 Imagine Cup US participant data
Business Goal
Maximize participants in 2009 Imagine Cup
Build up world-class SDI teams
Part 2
Marketing Research Project
Secondary Research
Virtual Focus Group
Qualitative Survey
Quantitative Survey
Secondary Research
Virtual Focus Group
Qualitative Survey
Quantitative Survey
General Motivation Study•Academic Journal•Industry Journal•Google Alerts
Intrinsic Motivation
Extrinsic Motivation
Recognition
Interest
IncentivesFriends
Group
Competition
Goal
Paris
Secondary Research
Virtual Focus Group
Qualitative Survey
Quantitative Survey
Provide Research Direction•Object: Worldwide Finalists•Sample Size: 18•Method: Interview
Worldwide Finalist’s Interview
Sample Size: 18
78% of the finalist want…
to make friends
72% of the finalist want…
to do fun projects
56% of the finalist want…
a trip to Paris
67% of the finalist think…
that Microsoft should market Imagine Cup more….
by sharing their stories and projects
Where’s that leave us?
Organic Flow Questions
Why Register?
Why Select Competition?
Where did you hear of Imagine Cup?
What motivates you put some
much time into IC?
Why didn’t you select a
competition?
Why did you drop out of the competition?
Why didn’t you finish round 1?
Why didn’t you register?
QUALITYQUANTITY
Why compete?
What motivates you put some much
time into IC?
UnawareStudents
Aware Register SelectCompeteRound 1
CompeteUS Finals
CompeteWW Finals
Are these the right questions?
Secondary Research
Virtual Focus Group
Qualitative Survey
Quantitative Survey
Validate Survey Questions•Object: US 2008 IC Participants•Sample Size: 46
Why Register?
8
8
6
6
1
6
Registrants
Competitors
IC seems like fun Challenge Myself Challenge Others
Top 3 reasons US Participants Sample Size: 46
Why Select a Competition?
12
4
3
Interest
Challenge Others
Prizes
Top 3 reasons US Participants Sample Size: 46
Why did you drop out?
8
6
5
3
3Registrants
Competitors
Time constraint No Communication Strong competition
Top 3 reasons US Participants Sample Size: 46
Friend40%
Search Engine/ Blog 24%
MSFT 22%
Forum9%
Faculty5%
How did you learn about IC?
Top 5 reasons US Participants Sample Size: 46
What would you do to improve IC?
Let more students know about IC!
Quantitative Survey
Secondary Research
Virtual Focus Group
Qualitative Survey
Quantitative Survey
Provide Actionable Findings•Object: US 2008 IC Participants•Sample Size: 120
Make
Prizes
Learn
Go To
Recognition
My Perfect Imagine Cup
UnawareStudents
Aware Register SelectCompeteRound 1
CompeteUS Finals
CompeteWW Finals
Why didn’t you register?
Why Register?
– Offer tangible prizes
– Encourage more students to participate in IC
Net Promoter Score (NPS)
IC Survey, 2008 Sample Size: 120Satmetrix Net Promoter Scores,2008
7970
16
Apple Imagine Cup Median NPS of 400 Companies
Part 3
Why it matters to the ADE Team?
Maximize ADE’s
Performance
P
NSATNFAVADOPTIONTIME
Student Accuqsition and
Maximize ParticipantsP
Engagement Level
Influence Level
Number of Participants
Register CompeteSelect Final
2008 2009 Goal Coverage
Maximize Return on $$$P
Q&A
A complete research report is available!