girl gamers

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Courtenay Bayly James Reeves Emmy Smith

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Page 1: Girl Gamers

Courtenay Bayly James Reeves Emmy Smith

Page 2: Girl Gamers

Application

Who We Are

Research

Objectives

Summary

Page 3: Girl Gamers

Application

Who We Are

Research

Objectives

Summary

Page 4: Girl Gamers

Who We Are

• Consumer Insight Agency

• Microsoft: Xbox

• Microtrending

Page 5: Girl Gamers

Application

Who We Are

Research

Objectives

Summary

Page 6: Girl Gamers

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.

Page 7: Girl Gamers

Application

Who We Are

Research

Aims

Summary

Page 8: Girl Gamers

Research - Secondary

Page 9: Girl Gamers

Research - Primary

Page 10: Girl Gamers

Research - Primary

Page 11: Girl Gamers

Application

Who We Are

Research

Objectives

Summary

Page 12: Girl Gamers

Application

ELM

ZMET

ToRA

Page 13: Girl Gamers

ELM

•(E)laboration (L)ikelihood (M)odel

•Central Route

•Peripheral Route

•Central + Peripheral Route = Desired Response

Page 14: Girl Gamers

ZMET

•The Zaltman Metaphor Elicitation Technique

•10 steps to the technique

•Our participant, Katie, was one of our original interviewees.

Page 15: Girl Gamers

10 Representative Images

Page 16: Girl Gamers

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

Page 17: Girl Gamers

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

Page 18: Girl Gamers

Application

Who We Are

Research

Objectives

Summary

Page 19: Girl Gamers

Summary