Download - Girl Gamers
Courtenay Bayly James Reeves Emmy Smith
Application
Who We Are
Research
Objectives
Summary
Application
Who We Are
Research
Objectives
Summary
Who We Are
• Consumer Insight Agency
• Microsoft: Xbox
• Microtrending
Application
Who We Are
Research
Objectives
Summary
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.
Application
Who We Are
Research
Aims
Summary
Research - Secondary
Research - Primary
Research - Primary
Application
Who We Are
Research
Objectives
Summary
Application
ELM
ZMET
ToRA
ELM
•(E)laboration (L)ikelihood (M)odel
•Central Route
•Peripheral Route
•Central + Peripheral Route = Desired Response
ZMET
•The Zaltman Metaphor Elicitation Technique
•10 steps to the technique
•Our participant, Katie, was one of our original interviewees.
10 Representative Images
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
Application
Who We Are
Research
Objectives
Summary
Summary