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.
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