1. Courtenay Bayly James Reeves Emmy Smith

2. Who We Are
Objectives
Research
Application
Summary

3. Who We Are
Objectives
Research
Application
Summary

4. Who We Are
• Consumer Insight Agency
• Microsoft: Xbox
• Microtrending

5. Who We Are
Objectives
Research
Application
Summary

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. Who We Are
Aims
Research
Application
Summary

8. Research - Secondary

9. Research - Primary

10. Research - Primary

11. Who We Are
Objectives
Research
Application
Summary

12. Application
ELM
ZMET
ToRA

13. ELM
•(E)laboration (L)ikelihood (M)odel
•Central Route
•Peripheral Route
•Central + Peripheral Route =
Desired Response

14. ZMET
•The Zaltman Metaphor Elicitation
Technique
•10 steps to the technique
•Our participant, Katie, was one of
our original interviewees.

15. 10 Representative Images

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. 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. Who We Are
Objectives
Research
Application
Summary

19. Summary