The Challenge

• Investigating the Revenue-Reputation Disconnect: Working as a team, we investigated the massive disconnect between Electronic Arts’ status as a multi-billion dollar leader and its consistent ranking as one of the lowest-rated companies for customer satisfaction.
• Identifying Institutional Friction: I collaborated with my group to research the “people side” of the organization, identifying how corporate culture and developer pressure resulted in technical failures like server instability and repetitive game successors.
• Addressing Data Bias: We recognized that existing sentiment data was often skewed by vocal “echo chambers,” requiring our group to implement a more rigorous, objective statistical approach to uncover the true drivers of brand loyalty.

The Strategy

• Project Coordination & Peer Leadership: I served as a central point of coordination for our five-person research team, facilitating collaborative sessions to ensure our individual data sets were synthesized into one cohesive strategic narrative.
• Collaborative Business Audit: I contributed to a comprehensive audit of EA’s business model, contrasting their primary revenue drivers (Live Services) against historical customer service failures to identify where financial success was impacting brand equity.
• Team-Developed Quantitative Framework: Our group co-authored a 25-question primary research instrument within Qualtrics, which I helped design to eliminate “gamer bias” and capture nuanced sentiment from a diverse pool of respondents.
• Synthesizing Complex Data for Presentation: I took the lead on translating our group’s complex T-Test and Chi-Square outputs from IBM SPSS into clear, visual charts that allowed our audience to easily digest our findings during the final presentation.