Microsoft Imagine Cup Participant Motivation Study

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IMAGINE CUP PARTICIPANT MOTIVATION STUDY August, 2008 US Academic Evangelism Team Alex Sun

description

My presentation to the Microsoft ADE team in 2008.

Transcript of Microsoft Imagine Cup Participant Motivation Study

Page 1: Microsoft Imagine Cup Participant Motivation Study

IMAGINE CUP PARTICIPANT MOTIVATION STUDY

August, 2008US Academic Evangelism Team

Alex Sun

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Which half?

Half of that money was wasted……

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How do we win them back?

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Business Problem Research Project So What?

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Part 1

Business Problem and Business Goal

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17,297

6,073

3,610

658

US Total Registrants ??? Selected Competition Competitors

-65%

-82%

Active Registrants

-96%

2008 Imagine Cup US participant data

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Business Goal

Maximize participants in 2009 Imagine Cup

Build up world-class SDI teams

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Part 2

Marketing Research Project

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Secondary Research

Virtual Focus Group

Qualitative Survey

Quantitative Survey

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Secondary Research

Virtual Focus Group

Qualitative Survey

Quantitative Survey

General Motivation Study•Academic Journal•Industry Journal•Google Alerts

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Intrinsic Motivation

Extrinsic Motivation

Recognition

Interest

IncentivesFriends

Group

Competition

Goal

Paris

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Secondary Research

Virtual Focus Group

Qualitative Survey

Quantitative Survey

Provide Research Direction•Object: Worldwide Finalists•Sample Size: 18•Method: Interview

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Worldwide Finalist’s Interview

Sample Size: 18

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78% of the finalist want…

to make friends

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72% of the finalist want…

to do fun projects

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56% of the finalist want…

a trip to Paris

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67% of the finalist think…

that Microsoft should market Imagine Cup more….

by sharing their stories and projects

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Where’s that leave us?

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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

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Are these the right questions?

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Secondary Research

Virtual Focus Group

Qualitative Survey

Quantitative Survey

Validate Survey Questions•Object: US 2008 IC Participants•Sample Size: 46

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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

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Why Select a Competition?

12

4

3

Interest

Challenge Others

Prizes

Top 3 reasons US Participants Sample Size: 46

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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

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Friend40%

Search Engine/ Blog 24%

MSFT 22%

Forum9%

Faculty5%

How did you learn about IC?

Top 5 reasons US Participants Sample Size: 46

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What would you do to improve IC?

Let more students know about IC!

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Quantitative Survey

Secondary Research

Virtual Focus Group

Qualitative Survey

Quantitative Survey

Provide Actionable Findings•Object: US 2008 IC Participants•Sample Size: 120

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Make

Prizes

Learn

Go To

Recognition

My Perfect Imagine Cup

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UnawareStudents

Aware Register SelectCompeteRound 1

CompeteUS Finals

CompeteWW Finals

Why didn’t you register?

Why Register?

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– Offer tangible prizes

– Encourage more students to participate in IC

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Net Promoter Score (NPS)

IC Survey, 2008 Sample Size: 120Satmetrix Net Promoter Scores,2008

7970

16

Apple Imagine Cup Median NPS of 400 Companies

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Part 3

Why it matters to the ADE Team?

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Maximize ADE’s

Performance

P

NSATNFAVADOPTIONTIME

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Student Accuqsition and

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Maximize ParticipantsP

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Engagement Level

Influence Level

Number of Participants

Register CompeteSelect Final

2008 2009 Goal Coverage

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Maximize Return on $$$P

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Q&A

A complete research report is available!