You are on page 1of 2

Typical Analysis using Strauss & Corbins Approach

Case: Gaming the Gamers


Exhibit 4: Experience Map for Solitary Gamer

The objective of the analysis:


Identify motivators and inhibitors influencing the
1

Open Codes
Pricey

Axial Codes
Family orientation high: 3, 4, 8,
12

Low tech

Social orientation low: 5, 8, 12, 9

Selective Codes
Here we are relating
open codes and axial
codes to infer on the
motivating and
inhibiting factors
1. This segment likes to
play with their kids with
known characters for
fun and entertainment.
2. May be games are
used by the mother to

Familiar characters

Trust very important 3, 10, 11,


16, 14

Entertainment, fun, relaxing

Technology Readiness Index Low:


2, 5, 14, 16, 17

Spend less time

Low risk

Rate of Adoption Late Majority:


2, 6, 14, 15, 16, 17
Price consciousness High: 1, 7,
14, 15, 16

7
8
9
10
11
12
13
14
15
16
17

Rent
Plays with kids
Occasionally reads reviews
Online security concern
Known offline store
Friends non gamers
2-3 days/week occasional
Not latest console
Price sensitive
Delayed purchase
Easy learning curve

establish relationship
with kids
3. She seeks games
which are not risky to
children in terms of
violence, content
1. She is risk averse, not
like to explore newer
and complex games
Similar to this you can
interpret for each
dimension connecting
the open codes and
even axial codes