Courtenay Bayly James Reeves Emmy Smith
Who We AreObjectivesResearchApplicationSummary
Who We AreObjectivesResearchApplicationSummary
Who We Are • Consumer Insight Agency • Microsoft: Xbox • Microtrending
Who We AreObjectivesResearchApplicationSummary
Objectives • To research the microtrend of Girl   Gamers. • To understand their perspective and   experiences of the gamin...
Who We AreAimsResearchApplicationSummary
Research - Secondary
Research - Primary
Research - Primary
Who We AreObjectivesResearchApplicationSummary
Application              ELM              ZMET              ToRA
ELM •(E)laboration (L)ikelihood (M)odel •Central Route •Peripheral Route •Central + Peripheral Route =     Desired Response
ZMET •The Zaltman Metaphor Elicitation Technique •10 steps to the technique •Our participant, Katie, was one of our origin...
10 Representative Images
Theory of Reasoned Action Attitudinal Behaviour: AB=biei Salient Belief: Playing Xbox will... Belief strength Evaluation s...
Theory of Reasoned Action Subjective Norms: SN=bimi Salient References   Belief strength (bi)   Motivation to Comply   Pro...
Who We AreObjectivesResearchApplicationSummary
Summary
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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 AreObjectivesResearchApplicationSummary
    4. 4. Who We Are • Consumer Insight Agency • Microsoft: Xbox • Microtrending
    5. 5. Who We AreObjectivesResearchApplicationSummary
    6. 6. 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.
    7. 7. Who We AreAimsResearchApplicationSummary
    8. 8. Research - Secondary
    9. 9. Research - Primary
    10. 10. Research - Primary
    11. 11. Who We AreObjectivesResearchApplicationSummary
    12. 12. Application ELM ZMET ToRA
    13. 13. ELM •(E)laboration (L)ikelihood (M)odel •Central Route •Peripheral Route •Central + Peripheral Route = Desired Response
    14. 14. ZMET •The Zaltman Metaphor Elicitation Technique •10 steps to the technique •Our participant, Katie, was one of our original interviewees.
    15. 15. 10 Representative Images
    16. 16. 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
    17. 17. 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
    18. 18. Who We AreObjectivesResearchApplicationSummary
    19. 19. Summary

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