Analyzing Culturally Biased Data, US and Japan, Bean Knowledge
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jcdigital.jp JCDigital Bean Knowlege Jeff Crawford JC Digital Consulting [email protected] 2016.3.24
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Transcript of Analyzing Culturally Biased Data, US and Japan, Bean Knowledge
jcdigital.jp JCDigital
Bean Knowlege
Jeff Crawford JC Digital Consulting
[email protected] 2016.3.24
Bean Knowledge #1 • Interesting Tool: Zapier • What is it:
– A online tool (framework) that allows you to pass events from one online service to another
– Free and Paid versions – Integrations are called Zaps
• The number of Zaps are growing • Great for automating processes
Bean Knowledge 2 – How I Used Zapier Automate Onboarding Process • User Submits Form (Gravity Forms on
WordPress • Zap1: Send confirmation email via Gmail • Zap2: Copied Images to Google Drive • Zap3: Created Entry on Trello (tracking) • Zap4: Send message to Slack channel • Zap5: Make Entry in Invoice SW,
jcdigital.jp JCDigital
Analyzing Culturally Biased Data
Jeff Crawford JC Digital Consulting
[email protected] 2016.3.24
Surveys • All Successful Companies Survey Their
Customers (& Employees) – You Should Too
• But, You need to Watch Out – Translations – Cultural Tendencies & Biases – Interpreting data
• Take into account Cultural Bias
How satisfied are you with this product?
1 3 5
Not at all Satisfied
Completely Satisfied
2 4
Lesson 1: Translation Matters
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不満足 満足 非常に不満足 非常に満足 大変悪い 大変良い
How satisfied are you with this product?
1 3 5
Not at all Satisfied
Completely Satisfied
2 4
1 3 5 2 4
Lesson 2: Some Cultures view life more positive or extreme than others
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Typical American Response Distribution Mean=4.1
Typical Japanese Response Distribution Mean=3.1
What is Net Promoter Score? • Industry Wide Standard • Measure of Customer Loyalty
– Known as: “the 1 question you should be asking your customers”
• 1 Question Survey: – “How likely are you to recommend this product to a
friend or colleague?” • Measured on an 11 point scale (0 to 10) • Breaks people into 3 categories
– Detractors, Passives, Promoters
0 5 10
Not very Likely
Very Likely
Net Promoter Score Calculation
Detractors Passives Promoters
NPS = Promoters - Detractors
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0 5 10
Not very Likely
Very Likely
Lesson 3: NPS: Watch Out for Japan!
Detractors Passives Promoters
NPS = Promoters - Detractors
Japanese choose here in the middle
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Lesson X: Be Careful of Cultural Bias
65#
$10#$20#
$10#
0#
10#
20#
30#
40#
50#
60#
70#
US#Product# JP#Product##
Comparing*US*and*JP*NPS*
So when calculating NPS for Japan, you often see something like this:
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Key Take Aways • Should survey your customers • Be Careful of Translations
– Especially words that measure extent • “extremely satisfied”, “very satisfied”, “not at all satisfied” • “How satisfied”, “how happy” • “How likely are you”, “how unlikely are you”.
• Need to be consistent with survey translations across all products.
• When surveyed, Americans tend to be more extreme than Japanese – Both + and - Reviews
• Be careful to NOT compare the same product across cultures
What Can You Do? • Better to
– compare products within a market/culture. – compare against the cultural average for all
products – compare against previous versions of the
same product
