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Ethnography within consumer reach - a critical case study of Consumer Film Festivals

Article Abstract:

Microsoft's Gaming Division conducted an ethnographic research study on teens and young adults across seven countries who play video games. In-home interviews were conducted, after which respondents were asked to make short films expressing their feelings on video game-related topics. Respondents were invited to participate in the Consumer Film Festival, wherein the films were shown among their peers.

Prepackaged software, Game, Toy, and Children's Vehicle Manufacturing, Public affairs, Games, toys, and children's vehicles, Electronic Games, Social aspects, Computer software industry, Software industry, Microsoft Corp., Video games, MSFT, Short films, Short movies

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Understanding the buzz that matters: negative vs positive word of mouth

Article Abstract:

The development of an econometric model, to examine the relationship of positive and negative consumer advocacy with the growth of a business enterprise, is described.

Forecasts, trends, outlooks, Venture Analysis, Forecasts and trends, Market trend/market analysis, Business enterprises, Growth, Consumer advocacy, Consumerism, Company growth, Econometric models

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Are we listening and learning? Understanding the nature of hemispherical lateralisation and its application to marketing

Article Abstract:

A review of research in application of neuropsychology in marketing, is presented.

Marketing, Neuropsychology

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