The Mojave Experiment was an advertising campaign conducted by Microsoft for Windows Vista in 2008. The campaign was part of Microsoft's efforts to change what it felt was an unfair negative consumer perception of the operating system.[1]Mojave spanned a series of advertisements that consisted of individuals being shown a demonstration of Windows Vista by Microsoft; however, the operating system was rebranded in disguise as a new version of Windows codenamed "Mojave," which was not revealed during the demonstration.[1][2]
Prior to the demonstration, participants generally gave a negative assessment of Windows Vista. In contrast, reviews for "Mojave" were positive, with participants stating that they intended to use or purchase the operating system for themselves; the same participants were astonished when they were told that "Mojave" was Windows Vista.[1][2][3] The campaign implied that negative consumer perception was largely the result of preconceived notions about the operating system.[3][4]
The Mojave Experiment is a public case study designed by Microsoft to determine computer users' thoughts of Windows Vista, in the absence of prior experience. The study begins by asking the participant's thoughts of Windows Vista, with their answers based solely on their knowledge from word of mouth. They were then asked to rate Windows Vista, from 0 to 10. Next, the participants were introduced to Windows "Mojave." This was Windows Vista, rebranded to prevent preconceived bias. The users were guided by a Microsoft assistant to test "Mojave." After the test, the participants were then asked to rate "Mojave," from 0 to 10. It was then revealed to the participants that "Mojave" was simply Windows Vista, rebranded.[citation needed]
Receptionedit
Technology bloggers and journalists criticized the experiment, for several reasons, such as that the hardware and software were already set up, so the users did not have to install applications or device drivers, which were the typical source of compatibility issues.[5][6]
^ abProtalinski, Emil (July 24, 2008). "Microsoft lies to XP users and they start to love Vista". ArsTechnica. Condé Nast. Retrieved June 10, 2015.
^Manjoo, Farhad (August 4, 2008). "Wandering Through the Desert With Windows". Slate. The Slate Group. Retrieved December 26, 2016.
^Cassisi, Vito (2008-08-11). . Derwent Howard Media. Archived from the original on 2009-01-06. Retrieved 2018-09-22.
^"Blog Posts Poke Holes in 'Taste Test' by Microsoft". The New York Times. 2008-08-04. Retrieved 2009-04-08.
January 01, 1970
mojave, experiment, this, article, multiple, issues, please, help, improve, discuss, these, issues, talk, page, learn, when, remove, these, template, messages, this, article, needs, additional, citations, verification, please, help, improve, this, article, add. This article has multiple issues Please help improve it or discuss these issues on the talk page Learn how and when to remove these template messages This article needs additional citations for verification Please help improve this article by adding citations to reliable sources Unsourced material may be challenged and removed Find sources Mojave Experiment news newspapers books scholar JSTOR September 2012 Learn how and when to remove this message The examples and perspective in this article may not include all significant viewpoints Please improve the article or discuss the issue September 2012 Learn how and when to remove this message Learn how and when to remove this message The Mojave Experiment was an advertising campaign conducted by Microsoft for Windows Vista in 2008 The campaign was part of Microsoft s efforts to change what it felt was an unfair negative consumer perception of the operating system 1 Mojave spanned a series of advertisements that consisted of individuals being shown a demonstration of Windows Vista by Microsoft however the operating system was rebranded in disguise as a new version of Windows codenamed Mojave which was not revealed during the demonstration 1 2 Prior to the demonstration participants generally gave a negative assessment of Windows Vista In contrast reviews for Mojave were positive with participants stating that they intended to use or purchase the operating system for themselves the same participants were astonished when they were told that Mojave was Windows Vista 1 2 3 The campaign implied that negative consumer perception was largely the result of preconceived notions about the operating system 3 4 Contents 1 Test procedure 2 Reception 3 See also 4 ReferencesTest procedure editThe Mojave Experiment is a public case study designed by Microsoft to determine computer users thoughts of Windows Vista in the absence of prior experience The study begins by asking the participant s thoughts of Windows Vista with their answers based solely on their knowledge from word of mouth They were then asked to rate Windows Vista from 0 to 10 Next the participants were introduced to Windows Mojave This was Windows Vista rebranded to prevent preconceived bias The users were guided by a Microsoft assistant to test Mojave After the test the participants were then asked to rate Mojave from 0 to 10 It was then revealed to the participants that Mojave was simply Windows Vista rebranded citation needed Reception editTechnology bloggers and journalists criticized the experiment for several reasons such as that the hardware and software were already set up so the users did not have to install applications or device drivers which were the typical source of compatibility issues 5 6 See also editWindows Vista editions Windows Easy Transfer Windows Ultimate Extras Windows 7References edit a b c Fried Ina July 24 2008 Microsoft looks to Mojave to revive Vista s image CNET CBS Interactive Retrieved June 4 2015 a b Fried Ina July 25 2008 Mojave experiment gets a Web site CNET CBS Interactive Retrieved June 14 2015 a b Protalinski Emil July 24 2008 Microsoft lies to XP users and they start to love Vista ArsTechnica Conde Nast Retrieved June 10 2015 Manjoo Farhad August 4 2008 Wandering Through the Desert With Windows Slate The Slate Group Retrieved December 26 2016 Cassisi Vito 2008 08 11 Five reasons why the Microsoft Mojave Experiment is flawed Derwent Howard Media Archived from the original on 2009 01 06 Retrieved 2018 09 22 Blog Posts Poke Holes in Taste Test by Microsoft The New York Times 2008 08 04 Retrieved 2009 04 08 Retrieved from https en wikipedia org w index php title Mojave Experiment amp oldid 1218114737, wikipedia, wiki, book, books, library,
