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DESCRIPTION
A slideshow to explain our research into the then micro-trend of Girl Gamers.
Citation preview
Courtenay Bayly James Reeves Emmy Smith
Application
Who We Are
Research
Objectives
Summary
Who We Are
• Consumer Insight Agency
• Microsoft: Xbox
• Microtrending
Objectives
• To research the microtrend of Girl Gamers.
• To understand their perspective and experiences of the gaming community.
• To propose to Microsoft a suitable way of targeting this market based on this exploration.
Research - Secondary
Research - Primary
Research - Primary
Application
ZMET
ELM
ToRA
ZMET
•The Zaltman Metaphor Elicitation Technique
•10 steps to the technique
•Our participant, Katie, was one of our original interviewees.
10 Representative Images
ELM
•(E)laboration (L)ikelihood (M)odel
•Central Route
•Peripheral Route
•Central + Peripheral Route = Desired Response
Theory of Reasoned Action
Attitudinal Behaviour: AB=biei Salient Belief: Playing Xbox will... Belief strength
(bi)Evaluation score (ei) Product (biei)
1 Make me more popular 3 5 15
2 Be exciting 6 6 36
3 Put me in a good mood 5 6 30
4 Escape everyday life 5 4 20
5 Stimulate competitiveness 6 6 36
6 Be more fun socially 5 5 25
7 Help me be myself 5 6 30
Theory of Reasoned Action
Subjective Norms: SN=bimiSalient References Belief strength (bi) Motivation to Comply
(mi)Product (bimi)
Parents 4 3 12
Friends 3 2 6
General Public 1 4 4
Summary
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