The big question I have is, how well known is the ESRB system? According to the politicians, it's inadequate, but these are the same politicians who insist that violent video games are bad for you without any real proof. I believe the ESRB's study said around 80% were aware of the system and a slightly lower number found it helpful. But, to be honest, the ESRB isn't impartial in this, and while I'm willing to believe their report is mostly accurate, there might be some tweaking involved.
What I'm proposing is this: Next time your at Walmart, or EB, or whatever, and you see a parent making a purchase, talk to them. Ask them about the ESRB and find out how much they know.
Message me what you find out, and I'll try to get some kind of report on our group findings. I have no experience with statistics or anything, though, so if someone's interested in helping out, let me know.
Anyway, if people are important, here's the information I think will be useful:
* What was the store?
* How old were the parent(s)?
* Were their children with them?
* How old were their children?
* Did they seem knowledgable about what games their children played?
* Did they know about the ESRB system?
* Do they find the ESRB system useful?

I'll add more if I think of any. Obviously, you're probably not going to be able to get all this information in a brief conversation, but the more information the more useful this will be.
I don't know how much people care, or what kind of response I'll get with this. If enough people get involved, though, it'll be interesting to see what we can learn.

Thoughts? Comments?