girl gamers

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