Girl Gamers

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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
  • Girl Gamers

    1. 1. Courtenay Bayly James Reeves Emmy Smith
    2. 2. Who We AreObjectivesResearchApplicationSummary
    3. 3. Who We Are • Consumer Insight Agency • Microsoft: Xbox • Microtrending
    4. 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. 5. Research - Secondary
    6. 6. Research - Primary
    7. 7. Research - Primary
    8. 8. Application ZMET ELM ToRA
    9. 9. ZMET •The Zaltman Metaphor Elicitation Technique •10 steps to the technique •Our participant, Katie, was one of our original interviewees.
    10. 10. 10 Representative Images
    11. 11. ELM •(E)laboration (L)ikelihood (M)odel •Central Route •Peripheral Route •Central + Peripheral Route = Desired Response
    12. 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. 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. 14. Summary

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