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  3. July
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  5. Xbox Packaging Survey
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Exit Survey
 
 
Survey Complete!
 
 
 
Comments (optional)
   
 
 
Please rank these packaging options in order of cost from highest to lowest.
 
 
 
For a Special Edition controller, how important is it for you to see the actual controller in the box (as shown on the right) as opposed to a photo or image (as shown on the left)?
 
1 - Not at all important
 
2 - Low importance
 
3 - Neutral
 
4 - Important
 
5 - Very important
 
 
 
When looking at the packaging for a Special Edition controller you are considering purchasing, which of the following statements most closely reflects your opinion?
 
I need to be able to see the physical controller from all sides through the package
 
I only need to see front of the controller in the package
 
I don’t need to see the physical controller through the package as long as the box shows a clear image
 
 
 
After purchasing an Special Edition Xbox controller, how likely are you to keep the box?
 
1 - Very unlikely
 
2 - Unlikely
 
3 - Neutral
 
4 - Likely
 
5 - Very likely
 
 
 
For what reason(s) would you keep it?
 
In case you need to resell
 
For storage
 
For display
 
As a carrying case
 
Other, please specify...

 
 
 
Is there any aspect of packaging for Special Editions that makes them seem more collectible and would lead you to save it?
   
 
 
 
For Special Edition Controllers, how important is the packaging of a controller to your decision to purchase?
 
1 - Not at all important
 
2 - Low importance
 
3 - Neutral
 
4 - Important
 
5 - Very important
 
 
 
For Special Edition Controllers, how important is the ease of opening of the package?
 
1 - Not at all important
 
2 - Low importance
 
3 - Neutral
 
4 - Important
 
5 - Very important
 
 
 
For Special Edition Controllers, how important is the ease of of resealing the package after opening?
 
1 - Not at all important
 
2 - Low importance
 
3 - Neutral
 
4 - Important
 
5 - Very important
 
 
 
For Special Edition Controllers is it more important to see the physical controller itself or to show information on the box such as graphics, logo and product description?
 
1 - Much more important to see the controller
 
2 - Slightly more important to see the controller
 
3 - Neutral
 
4 - Slightly more important to show information
 
5 - Much more important to show information
 
 
 
Special Edition Packaging
 
 
 
What is it about this package that you disliked?
   
 
 
 
What is it about this package that you disliked?
   
 
 
 
What is it about this package that you disliked?
   
 
 
 
Special Edition Packaging
 
 
 
Do any of the packages below have qualities or characteristics that you dislike?
 
 
 

 
 
 
What is it about this package that catches your eye?
   
 
 
 
What is it about this package that catches your eye?
   
 
 
 
What is it about this package that catches your eye?
   
 
 
 
Special Edition Packaging
 
 
 
Which of the Xbox controller packages shown below are most likely to catch your attention in a retail store? Please choose 1.
 
 
 

 
 
Please rank these packaging options in order of cost from highest to lowest.
 
 
 
What is it about this package that you disliked?
   
 
 
 
What is it about this package that you disliked?
   
 
 
 
What is it about this package that you disliked?
   
 
 
 
Do any of the packages below have qualities or characteristics that you dislike?
 
 
 

 
 
 
What is it about this package that catches your eye?
   
 
 
 
What is it about this package that catches your eye?
   
 
 
 
What is it about this package that catches your eye?
   
 
 
 
Premium Packaging
 
 
 
Which of the Xbox controller packages shown below are most likely to catch your attention in a retail store?
 
 
 

 
 
 
Would you expect to pay more for a controller in 'Premium' packaging.
 
Yes
 
No
 
 
 
Please explain.
   
 
 
 
Do you have a preference whether the plastic packaging is molded to the controller (as shown on the left) or flat (as shown on the right)?

 





Moulded Flat  
 



Molded to controller Flat

 
 
1- Strongly Prefer Moulded
 
2 - Slightly Prefer Moulded
 
3 - No Preference
 
4 - Slightly Prefer Flat
 
5 - Stronly Prefer Flat
 
 
Please rank the all following features of the packaging in terms of how much they positively affect your perception of the quality of the product.
Stiff plastic in the packaging
Thick card for the box
High quality images
Packaging molded to the controller
Custom graphics
Fold out display cover
Prominent Xbox logo
 
 
 
How important is it for you to see the actual controller in the box (as shown on the right) as opposed to a photo or image (as shown on the left)?
 
1 - Not at all important
 
2 - Low importance
 
3 - Neutral
 
4 - Important
 
5 - Very important
 
 
 
When looking at the packaging for a controller you are considering purchasing, which of the following statements most closely reflects your opinion?
 
I need to be able to see the physical controller from all sides through the package
 
I only need to see front of the controller in the package
 
I don’t need to see the physical controller through the package as long as the box shows a clear image
 
 
 
How much does the packaging affect your perception of the quality of the controller?
 
1 - No impact at all
 
2 - Slight impact
 
3 - Moderate impact
 
4 - Strong impact
 
 
 
After purchasing an Xbox controller, how likely are you to keep the box?
 
1 - Very unlikely
 
2 - Unlikely
 
3 - Neutral
 
4 - Likely
 
5 - Very likely
 
 
 
For what reason(s) would you keep it?
 
In case you need to resell
 
For storage
 
For display
 
As a carrying case

 
 
 
Overall, how important is the packaging of a controller to your decision to purchase?
 
1 - Not at all important
 
2 - Low importance
 
3 - Neutral
 
4 - Important
 
5 - Very important
 
 
 
Overall, how important is the ease of opening of the package?
 
1 - Not at all important
 
2 - Low importance
 
3 - Neutral
 
4 - Important
 
5 - Very important
 
 
 
Overall, how important is the ease of resealing the package after opening?
 
1 - Not at all important
 
2 - Low importance
 
3 - Neutral
 
4 - Important
 
5 - Very important
 
 
 
What is it about this package that you disliked?
   
 
 
 
What is it about this package that you disliked?
   
 
 
 
What is it about this package that you disliked?
   
 
 
 
What is it about this package that you disliked?
   
 
 
 
What is it about this package that you disliked?
   
 
 
 
What is it about this package that you disliked?
   
 
 
 
What is it about this package that you disliked?
   
 
 
 
What is it about this package that you disliked?
   
 
 
 
Do any of the packages below have qualities or characteristics that you dislike?
 
 
 
 
 
 
 
 

 
 
 
What is it about this package that catches your eye?
   
 
 
 
What is it about this package that catches your eye?
   
 
 
 
What is it about this package that catches your eye?
   
 
 
 
What is it about this package that catches your eye?
   
 
 
 
What is it about this package that catches your eye?
   
 
 
 
What is it about this package that catches your eye?
   
 
 
 
What is it about this package that catches your eye?
   
 
 
 
What is it about this package that catches your eye?
   
 
 
 
Xbox Controller Packaging
 
 
 
Which of the Xbox controller packages shown below are most likely to catch your attention in a retail store? Please choose up to 3.
 
 
 
 
 
 
 
 

 
 
 
Introduction
 
 
 
Congratulations - you qualify for the study!
 
 
 
Have you personally purchased a games console or console accessories (such as controllers, headsets etc)?
 
Yes
 
No
 
 
 
Approximately how many hours do you spend playing games on a console per week (i.e. PlayStation, Xbox, etc.) ?
 
0
 
1-5
 
6-10
 
11-20
 
21+
 
 
 
During a typical week, approximately how many hours do you spend playing games that require your attention for more than a few minutes at a time when you are AT HOME?
 
0
 
1-5
 
6-10
 
11-20
 
21+
 
 
 
During a typical week, approximately how many hours do you spend playing games online at a gaming or social networking site when you are outside your home (such as at a friend or relative’s home, at work, school, or some other place)?
 
0
 
1-5
 
6-10
 
11-20
 
21+
 
 
 
During a typical week, approximately how many hours do you spend watching shows, movies, videos or other programming when you are outside your home?
 
0
 
1-5
 
6-10
 
11-20
 
21+
 
 
 
Please select all the activities you use your console for?
 
Playing games
 
Streaming movies
 
Streaming TV shows
 
Streaming sports
 
Connecting socially (i.e. Facebook etc.)
 
Playing social games (i.e Words with friends)
 
Listening to music

 
 
 
How old are you?
 
Under 18
 
18-24
 
25-34
 
35-44
 
45-54
 
55-64
 
Over 65
 
 
 
What is your gender?
 
Male
 
Female
 
 
 
Which of the following best describes your employment status?
 
Employed, working 30 hours or more per week
 
Employed part time, working less than 30 hours per week
 
Self-employed, working at least 30 hours per week
 
Not currently employed
 
Retired
 
Student
 
Homemaker
 
Other, please specify...
 
 
 
Which of the following games consoles do you own?
 
Xbox
 
PlayStation
 
Nintendo
 
I don't own a games console

 
 
 
Which of the following games devices do you own?
 
iPad
 
iPhone
 
Android Tablet
 
Personal Computer (PC or Laptop)
 
Android Phone
 
Blackberry
 
Kindle
 
Roku

 
 
 
Welcome!
 
 
 
Have you ever been employed as a usability or human factors professional?
 
Yes
 
No
 
 
 
Have you or any of your family members (parent, spouse or child) ever worked at Microsoft, Google, Yahoo, Apple or Amazon in any capacity including temporary and contract positions?
 
Yes
 
No
 
 
 
Do you, or does anyone in your household or family, work in marketing research, advertising, public relations or the media, such as TV, magazines or newspapers?
 
Yes
 
No