Abstract:

Xtra engagement

Intelligent and personalised conversations, facilitated through a modern and interactive survey format, significantly enhanced the engagement of Xbox gamers in this research. By creating a natural conversational and inviting environment for a two-way open dialogue, the research not only elicited deeper and richer responses from engaged customers, but also encouraged the quieter voices to contribute their thoughts meaningfully. This heightened engagement not only enriched the dataset, but also revealed actionable insights into cultivating future positive experiences rather than solely analysing past behaviours of already engaged customers.

Xpress emotion

Central to the success of this research was its ability to delve deep into the emotional narratives of Xbox gamers on a large scale. Digital projective techniques, combined with dynamic AI probing, facilitated real-time, in-depth conversations ??akin to those conducted by a human moderator. This approach uncovered nuanced emotions that traditional quantitative surveys could not capture. By fine-tuning the AI capabilities with human researchers' guidance, the research effectively captured the full intricacies of each participant's emotional experiences. This fusion of technology and human insight allowed for a more textured understanding of what drives emotional connections in the gaming community.

Xtend brand love

This innovative research approach bridged the gap between emotional narratives and tangible business outcomes. Traditionally, the direct actionable impact of qualitative insights has been elusive. The advent of generative AI is changing this dynamic. Through conversational AI, the research captured heartfelt stories and emotions from Xbox gamers, quantified these emotional narratives, linked them to business KPIs and identified key priorities, enabling Microsoft to build, measure and enhance memorable moments to extend brand love. Transforming rich qualitative data into actionable business insights, the research informed brand strategy and ultimately reinforced Microsoft's mission of bringing the joy and community of gaming to everyone on the planet.