This is a presentation I gave at the Japan Business Meetup in Tokyo on March 24th, 2016. First 10 minutes is a "Bean Knowledge" about a tool called Zapier. Then the main presentation about take into account cultural bias when analyzing data.

1. jcdigital.jpJCDigital
Bean Knowlege
Jeff Crawford
JC Digital Consulting
jeff@jcdigital.jp
2016.3.24

2. 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

3. 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,

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Analyzing Culturally Biased Data
Jeff Crawford
JC Digital Consulting
jeff@jcdigital.jp
2016.3.24

5. 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

6. How satisfied are you with this product?
1 3 5
Not at all
Satisfied
Completely
Satisfied
2 4
Lesson 1: Translation Matters
6
不満足 満足
非常に不満足 非常に満足
大変悪い 大変良い

7. How satisfied are you with this product?
1 3 5
Not at all
Satisfied
Completely
Satisfied
2 4
1 3 52 4
Lesson 2: Some Cultures view life more positive or extreme
than others
7
Typical
American
Response
Distribution
Mean=4.1
Typical
Japanese
Response
Distribution
Mean=3.1

8. 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

9. 0 5 10
Not very
Likely
Very
Likely
Net Promoter Score Calculation
Detractors Passives Promoters
NPS = Promoters - Detractors
9

10. 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
10

11. 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:
11

12. 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

13. 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

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The End
Jeff Crawford
jeff@jcdigital.jp