The Mojave Experiment was an advertising campaign conducted by Microsoft for Windows Vista in July 2008. It was Microsoft's attempt to change consumer's perspective over Windows Vista's horrible consumer perception. It spanned a series of advertisement that featured a consumer being shown a demonstration of Windows Vista by Microsoft; however, the branding was disguised as a new operating system called Windows "Mojave", which was not revealed by Microsoft until the end of the demonstration.
Procedure[]
The Mojave Experiment was a case study conducted by Microsoft to determine consumer's thoughts of Windows Vista, without prior experience. The study begins by asking a consumer thoughts about Windows Vista, with their response solely on their knowledge from other consumer's thoughts. They were then given a whiteboard and was asked to rate Windows Vista from 1 to 10. After they have given their rating, the consumer was introduced to Windows "Mojave", which was a rebranded version of Windows Vista. The consumer was then guided by a Microsoft assistant to test "Mojave". After the test, the consumer was once again given a whiteboard and asked to rate "Mojave" from 1 to 10.
The participants or the consumers were then revealed the fact that "Mojave" was actually simply just Windows Vista.
Reception[]
Technology bloggers, journalists and other consumers criticized the experiment because the hardware and software were already set up, therefore the consumer not needing to install programs or drivers, which were the usual source of compatibility issues and system crashes and the deliberate selection of positive statements and not addressing all aspects of Vista.
References[]
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Wikipedia (article: Mojave Experiment )
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