What’s Wrong With Microsoft’s ‘Mojave Experiment’?

Mike Elgan has written an excellent article regarding Microsoft’s so-called “Mojave Experiment”.

This is not simple Microsoft-bashing (of which I am not fond). It’s a well-thought out article, and a good discussion of how companies and marketers should relate to customers, and how not to.

Microsoft held a series of videotaped focus groups and told attendees — all non-Vista users — they would be shown a future version of Windows called “Mojave.”

First, they were asked what they thought of Windows Vista, and many comments were negative. A Microsoft representative showed them a variety of specific features of “Mojave,” and comments were positive. Then, Microsoft told them “Mojave” was in fact Vista, and some attendees said the Experiment had changed their thinking about Vista.

Microsoft gathered the most favorable comments and placed them on a site called The Mohave Experiment.

Since Microsoft cast this marketing push as an “Experiment” — i.e., science — I would like to hereby publicly challenge Microsoft to answer the following questions:

? The Mojave Experiment involved 120 people. But the Web site shows 55 people saying nice things about Vista. What did the other 65 people think?

? Most or all Mojave Experiment videos posted to date feature an expert or marketing person showing neato features to someone. If Vista is so great, why didn’t you let people touch the computers?

Go read the whole thing — it’s not that long… 🙂

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