Forum - Ethnography within consumer research: a critical case study of Consumer Film Festivals

Lorne McMillan and Brenda Ng

This paper describes an ethnographic research study conducted for Microsoft's Gaming Division across seven countries, among teens and young adults who play PC and console video games.
  

Forum – Ethnography within consumer research: a critical case study of Consumer Film Festivals

Lorne McMillanBRS Group

Brenda NgMicrosoft Corporation

INTRODUCTION

The console video games market has developed in short generational bursts over the last 15 years or so. While the software (the games themselves) improves in both content and depth fairly constantly, the hardware used to play such games (the consoles, controllers and peripheral optional equipment) has settled into a generational pattern of development, with the leading companies that manufacture the hardware each introducing new and improved platforms every few years, often at much the...

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