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Girl Gamers

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A slideshow to explain our research into the then micro-trend of Girl Gamers.

A slideshow to explain our research into the then micro-trend of Girl Gamers.


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  • Czetcmihayli and rochberhaltonSimilarities and differenceswhat that lead us to conclude.
  • Fishbein and azjen – theory of reasoned actionElmZmet
  • Transcript

    • 1. Courtenay Bayly James Reeves Emmy Smith
    • 2. Who We AreObjectivesResearchApplicationSummary
    • 3. Who We Are • Consumer Insight Agency • Microsoft: Xbox • Microtrending
    • 4. 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.
    • 5. Research - Secondary
    • 6. Research - Primary
    • 7. Research - Primary
    • 8. Application ZMET ELM ToRA
    • 9. ZMET •The Zaltman Metaphor Elicitation Technique •10 steps to the technique •Our participant, Katie, was one of our original interviewees.
    • 10. 10 Representative Images
    • 11. ELM •(E)laboration (L)ikelihood (M)odel •Central Route •Peripheral Route •Central + Peripheral Route = Desired Response
    • 12. Theory of Reasoned Action Attitudinal Behaviour: AB=biei Salient Belief: Playing Xbox will... Belief strength Evaluation score (ei) Product (biei) (bi) 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
    • 13. Theory of Reasoned Action Subjective Norms: SN=bimi Salient References Belief strength (bi) Motivation to Comply Product (bimi) (mi) Parents 4 3 12 Friends 3 2 6 General Public 1 4 4
    • 14. Summary