The Mojave Experiment

by Shijaz Abdulla on 18.09.2008 at 09:49

The Mojave Experiment is an advertising campaign by Microsoft for the Windows Vista operating system.

The participants in the experiment were asked about their perceptions of Windows Vista (having never used it) and then were shown a ten minute demo of Microsoft’s "next OS", codenamed "Mojave". The demo, given by a trained retail salesperson, was tailored to the interests of each participant as specified in an initial interview. None of the participants had hands-on time with Vista. After the experiment was over, it was revealed to the participants that "Mojave" was actually Windows Vista!

Before the session, the average rating of Vista was 4.4 out of 10; after the session the average rating for the "Mojave" OS was 8.5 out of 10!

The official goal of the Mojave Experiment is to get consumers to "decide for themselves" rather than accept the commonly held negative perceptions of Windows Vista, providing links to product demo videos and other product advertising. Microsoft says that they are slowly adding more video content to the Mojave Experiment website.

I was once taught in a consulting skills workshop hosted by Microsoft – "Perception is Reality!"

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