Dr. Kathy Keeling [email protected] Value Based Design.

Dr. Kathy [email protected]

Value Based Design

Driven by an elite? Henry Ford – if I asked people what they wanted,

they would have said ‘faster horses’ Why do some innovations succeed

Often changed from original use? Most innovations fail?

The question?

Development of the telephoneThe telegraph, with its dot-and-dash Morse code, was limited to receiving and sending one message at a time. Bell's extensive knowledge of the nature of sound and his understanding of music enabled him to work on the possibility of transmitting multiple messages over the same wire at the same time.

Driven by people – or by an elite?

‘ ‘What would people think about robots as service assistants in retail stores?’‘How could robots be of help in elder care?’

How do we design for applications and services that do not yet physically exist?

In January 2004, Mark Zuckerberg said that he was inspired to make Facebook from the incident of Facemash: "It is clear that the technology needed to create a centralized Website is readily available ... the benefits are many."[9]

On February 4, 2004, Zuckerberg launched "Thefacebook", originally located at thefacebook.com.[18] He told The Crimson, "Everyone’s been talking a lot about a universal face book within Harvard. I think it’s kind of silly that it would take the University a couple of years to get around to it as I can do it better than they can, and I can do it in a week."[19]

Recognising an opportunity?

http://en.wikipedia.org/wiki/History_of_Facebook

Are successful innovations a combination of circumstances and

abilities – some outside of our control – or can we do some

research that can uncover latent needs?

Creation of Value Approach

.

From the user’s point of view, the most direct proof of service happens during the service encounter or “moment of truth”; when you have the opportunity of either meeting or exceeding customer expectations

Value approach: we must understand both the customer reactions to the proposed service and also, the nature of and how value is created on the basis of value-in-context (Vargo & Lusch, 2004).

How many research methods can you think off? Think about general types Specific types Might help to think about the purpose or the type of

data collected What are the pros and cons of those you can think

about? Be prepared to feed-back

Research Methods

Qualitative Data

Quantitative Data

RESEARCH DATA

SECONDARY DATA

PRIMARY DATA

Indirect

(disguised)

Human Observati

on technique

s

Projective

techniques

Surveys Experiments

Simulation

Mechanical observation

Direct

(non-disguised)

Groupinterview

s

Depthinterviews

Case Studies

ALL research methods have limitations

Mixed methods are often appropriate

Value Based Design

• Combining methods to uncover attribute – value connections and natural groupings of users– visual projection technique– in-depth laddering interview -

qualitative data-processing techniques (Lee, McGoldrick,

Keeling and Doherty 2003). – quantitative clustering– netnography

‘ ‘What would people think about robots as service assistants in retail stores?’‘How could robots be of help in elder care?’

Purposive sample collects images around a subject chosen by the researcher, e.g., what interacting with a robot in that service context means to them in either retailing, healthcare.

One-to-one guided conversations - initially on what the service interaction means to them at present in the context, followed by a short laddering interview.

Narrative analysis of the stories in the first part of the interview will build conceptualisation of the main thematic categories.

The laddering interview will show how attributes of the robot and interaction are ultimately linked to the values or beliefs that are strengthened or satisfied by the consequences of use (Reynolds and Gutman 1988).

Respondents can be clustered on values or important attributes Netnography provides further information about context, and values

connected to tasks (important when difficult or ethically questionable to do observation)

Value based design – range of connected methods (especially

useful when exploring innovations)

Qualitative Data

Quantitative Data

RESEARCH DATA

SECONDARY DATA

PRIMARY DATA

Indirect

(disguised)

Human Observati

on technique

s

Projective

techniques

Surveys Experiments

Simulation

Mechanical observation

Direct

(non-disguised)

Groupinterviews

Depthinterviews

Case Studies

“Qualitative research is a situated activity that locates the

observer in the world. It consists of a set of interpretive,

material practices that make the world visible. These practices

turn the world into a series of representations including field notes, interviews, conversations, photographs, recordings and memos to the self.

At this level, qualitative research involves an interpretive, naturalistic approach to the world. This means that

qualitative researchers study things in their natural settings, attempting to make sense of, or to interpret, phenomena

in terms of the meanings people bring to them”

(Denzin and Lincoln, 2000, p. 3)

What is qualitative research?

“We interview to find out what is in and on someone else’s mind, to gather their stories” (Patton, 2002) You cannot observe everything You cannot observe feelings, thoughts,

intentions You cannot observe behaviours that happened

in the past

Interviewing

Digging down Laddering interviews and the means-end

chain - semistructured

Eliciting the unsaid Elicitation (projection) techniques – open

ended

Story telling Existential phenomenology – open ended

Interviewing “styles”

VALUES

CONSEQUENCE &

MEANING

ATTRIBUTES

3 levels of product/service related knowledge

Laddering and means end chains

Example of means-end chain

ATTRIBUTE CONSEQUENCES VALUES

FLUORIDE PREVENTS CAVITY

HEALTHYCHILD

GOOD MOTHER

• a means-end chain because people see the product and its attributes as a means to an end

• each individual has their own personal values or “ internal, self relevant goal states” - the ends that they seek.

• Means are the things that people use to reach those ends

implies that it is not the product attribute, but the means to the end that is

of importance or relevance to the

consumer

Attributesconcrete

Laddering technique explore choices beyond the superficial level to understand consequences and value

underpinnings

consequences

Grunert, K. G. and S. C. Grunert (1995), ‘Measuring Subjective Meaning Structures by the Laddering Method: Theoretical Considerations and Methodological Problems’ International Journal of Research in Marketing 12, 209-225.

moving from the superficial factors that guide their choice, to the consequences that they perceive will arise (seek to maximize positive outcomes from their choice), and finally to the personal values they are attempting to reinforce

Laddering technique

attributes

consequences

values

Why these attributes?

Whythese consequences?

Whatattributes?

Int: You indicated that you would be more likely to drink a wine cooler at a party on the weekend with friends, why is that?

Resp: Well, wine coolers have less alcohol than a mixed drink and because they are so filling I tend to drink fewer and more slowly

Int: What is the benefit of having less alcohol when you are around your friends?

Resp: I never really thought about it. I don’t knowInt: Try and think about it in relation to the party situation.

When was the last time that you had a wine cooler in this party with friends situation?

Resp: Last weekend Int: Okay, why coolers last weekend?Resp: Well, I knew I would be drinking a long time and I didn’t want to

get wastedInt: Why was it important not to get wasted last weekend?Resp: When I’m at a party I want to socialize, talk to my friends. If I get

wasted I’m afraid I’d make an ass of myself and people won’t invite me next time. It’s important for me to be part of the group

An example (I)

SOURCE: Reynolds and Gutman (1988, p. 16)

Wine cooler: a mix of wine, fruit juice, and carbonated water

Ladder from these data

attributes

consequences

values

Less alcohol/filling

Sense of belonging

Avoid getting drunk/socialize

VALUES

CONSEQUENCE &

MEANING

ATTRIBUTES



ATTRIBUTES

Search vs ExperienceIntrinsic vs Extrinsic

Performance vs Abstract

VALUES

CONSEQUENCE &

MEANING

ATTRIBUTES



CONSEQUENCES &

MEANINGS

Psychosocial Functional

ExperientialFinancial –.

how consuming a product makes the consumer feel about themselves. Consumption behavior can move consumer from their current self image closer to their ideal self image.

can use the product to do something that is perceived as necessary or desirable

when a customers spends money on a product, then they have less money to spend on other products. Some products reduce customer expenditure

involves physical sensation and emotional feelings that a customer feels when they use a product.

VALUES

CONSEQUENCE &

MEANING

ATTRIBUTES



VALUES

Terminal The values people think are

important and want to pursue in their lives

Inner harmony

recognitionSelf-respect

happiness

Fun - enjoyment

Family security

InstrumentalThe way in which people seek to realise the terminal values

in their lives

Independent

honest

Broad-minded

ambitious

responsible

Terminal and instrumental Values in Rokeach Value Survey

End Values A comfortable life (prosperous life) An exciting life A sense of accomplishment or

contribution A world at peace A world of beauty Equality Family security Freedom Happiness Inner harmony Security Pleasure Salvation Self respect (self esteem Social recognition (respect,

admiration) True friendship Wisdom

Instrumental Values Ambition (hardworking) Open minded Capable (competent,

effective) Cheerful Clean, neat, tidy Courageous Forgiving Helpful Honest Imaginative Independent Intellectual Logical Loving Obedient Polite Responsible, self controlled

Belonging Social recognition Love Achievement Fun enjoyment- excitementSecurityThe welfare of future generations Happiness

http://www.yourmorals.org/explore.php

https://www.dropbox.com/s/1e20170baijgww5/Screenshot%202014-02-06%2010.39.13.png




Hierarchical Value Map

The respondent really doesn’t “know” the answer Beliefs can be difficult to articulate people are unaware of their underlying motives,

aspirations, values and attitudes Respondent has no direct experience

e.g., care robots & retail service robots do not exist yet

will still have thoughts about experience as it is now

How can these be related to ‘what might be’?

BUT, what if…………………………

netnography

ethnography on-line

“…a qualitative, interpretive research methodology that adapts the traditional, in-person ethnographic research techniques of anthropology to the study of the online communities formed through computer mediated communications ….” p281

netnography

Robert Kozinets (2006) ‘Click to connect: netnography and tribal advertising’ Journal of Advertising Research Sept pp279-228.

Information storage and retrieval facilities allow observation of ‘historical’ activity

Note: researchers are not asking questions of participants. -- observing social behaviour expressed in words (and also in other ways)

“… unprecedented level of access to the heretofore unobservable behaviours of interacting consumers.” p63

“… access to people who are self-segmented by a certain type of lifestyle or market orientation ….” p63

The Caregiver…How are you doing today?, Website: Aging Care (http://www.agingcare.com)

In groups: Read the transcripts and think: How could a robot help? Think about the types of tasks a robot could do to assist these people in

their daily lives. Think deeper than just what you are reading (e.g., A caregiver just needing

someone to say ‘thank you’). Can you group the tasks into different categories?

With regards to Netnography, this type of analysis would be the first stage called ‘lurking’. In this stage, the researcher is merely trying to get a feel of the types of discussion, language, and people. Some of the things to look for is 1.) Who are the dominant speakers?, 2.) What if any technical language is used?, and How critical is the group of various topics? (

Once a researcher is knowledgeable and comfortable with the group, he/she may then be ready to approach the group and participate. Think about how you would approach this group.

Netnography: Group exercise

Uncover feelings, beliefs, attitudes and motivation which many consumers find difficult to articulate (Webb, 1992)

Construction

Elicitationprovide verbal or visual stimuli that encourage respondents to reveal their unconscious feelings and attitudes (Dichter, 1960)

Association techniques

Completion

Personification

“A range of strategies designed to facilitate freer discussions and communication, and to access thinking or beliefs that are less conscious or that may be difficult to speak about” (Ritchie and Lewis, 2012, p. 131)

Elicitation technique

Ramsey, E, P. Ibbotson and P. McCole (2006) ‘Application of elicitation techniques in an e-business research context’ International Journal of Market Research 48(50) pp551-573.

Fundamentally elicitation instruments can enable research participants to express feelings and thoughts they would otherwise find difficult to articulate.” (Ramsey et al. 2006, p554)

What is she thinking?

Applying to our example

Exploring user perceptions of interactive service robots:A combined methods approach

Interactive Service Robot (ISR), a social robot capable of working within service environments and interacting with consumers

I was wondering:•What do consumers feel about robots in retailing?

•What are their expectations of robots?•What are their perceptions of value?

This is my sample:•20 retail consumers•8 females, 12 males•14 nationalities represented : 11 from Europe, 4 from North America, 2 from South America, 3 from Asia

•Ages ranged from 22-67 - Most 25-34

conducted the analysis in 2 stages:A.Ladders construction:• Ladders were constructed during the interview and approved by participants based on broad metaphors, meanings, themes, and interpretations of collected images.

• Two judges coded the values according to Schwartz's (1992) universal values and a third judge resolved any differences.

B. Hierarchical Value Map •Laddermap software was used to generate the map portraying the relationships between the various identified ladders.

2 3

4

5 6

78 9

1

Images 3, 4 & 5

“Could be used for security but can they understand abstract ideas?It’s difficult for an inanimate object used to direct people to be as good as staff. There is a novelty value, but this could cause a log jam – those idiots that want to show off playing with the robot.The reality is that these are very far into the future because to be good enough they would have to be able to understand abstract ideas, otherwise, users will think they will do better than staff and and then they do not, so a big disappointment factor. So, it ends up that a customer in the store cannot go further to fulfil their shopping needs - for example, an extra discount - until someone comes to OK it – so, it’s a pain – offering it as a service to avoid waiting but useless – I would only use it if there was a queue and it saves saves time [interviewer asks why this would be important] I don’t like queues – I’m doing nothing when I could be out of the place” ……………………

Example of discussion of images

5

“Makes me

angry and

frustrated”

“I want control

over my time“

"They are worse

than staff, they can’t accommo

date people's needs"

“Robots aren't

flexible”

Example of some common themes and the ladders

Attribute: Standardization

Consequence:Service Failure

Consequence:Frustration

Value:Self-Direction

Attribute:Personality

Consequence:Human Interaction

Value:SecurityB.

Hierarchical Value Map

Analysis also on a deeper level: Themes and paradoxes

2.MARKET SEGMENTATION

Advantages of clusteringMeans-end approach can be used to segment a market into groups who possess various Means-Ends orientations and would respond differently to market offerings. So they can be treated as different market segments

Clustering Metaverse Shoppers

Table 2: Cluster classifications Attributes Cluster 1 Cluster 2 Cluster 3 Cluster 4 Cluster 5 Cluster 6 Sig

Percentage of sample

20% 16% 17% 12% 13% 22%

Customer service 3.3% 91.7% 24.0% 0.0% 0.0% 6.1% *** Content 0.0% 8.3% 0.0% 0.0% 0.0% 30.3% *** Differentiation 40.0% 20.8% 8.0% 100.0% 0.0% 0.0% *** Demos 13.3% 16.7% 0.0% 0.0% 0.0% 45.5% *** Store credibility 3.3% 12.5% 16.0% 0.0% 0.0% 3.0% Servicescape 56.7% 41.7% 8.0% 58.8% 55.5% 97.0% *** Store policy 16.7% 8.3% 8.0% 5.9% 0.0% 6.1% Ease of use 0.0% 16.7% 0.0% 23.5% 100.0% 24.2% *** Price 96.7% 12.5% 64.0% 0.00% 40.0% 0.0% *** Product quality 36.7% 25.0% 100.0% 17.6% 25.0% 30.3% *** Notes: * = < 0.1; ** = < 0.05; *** = < 0.01.

Value segments by clusterCluster 1: The “Economic” shopper Cluster 2: The “Interactive” shopper

Cluster 5: The “Functional” shopper Cluster 6: The “Visual” shopper

Cluster 3: The “Quality seeker” shopper

Cluster 4: The “Expressive” shopper

Value Based Design

This approach is that design should be seen not as producing products or applications but as providing customer

created value satisfactions

People will use attributes of product or application to get what they want – and will switch if another, easier,

faster, more enjoyable or cheaper, way comes alongWe need to understand what it is that people really want – what consequences and values they are seeking – for better design and uptake – or just to stay ‘in the game’

BUT just one of a range of tools in the ‘toolkit’

Christensen, G. L., & Olson, J. C. ( 2001). Involved with what? The impact of heterogeneity in goal hierarchies on high enduring involvement. In M. C.Gilly & J.Meyers-Levy (Eds.), Advances in consumer research (Vol. 28, p. 392). Valdosta, GA: Association for Consumer Research /

Peter F.Drucker, The practice of management ( New York: Harper and Row, 1954).Finley P. An application of Means End Theory to analyse the college selection of

female athletes at an NCCA division 11 university. Olson J, Reynold T, The means-end approach to Understanding consumer decision making. (2001)

Lee, M., McGoldrick, P., Keeling, K., and Doherty, J. (2003). Using ZMet to Explore Barriers To The Adoption Of 3G In Banking Services, International Journal of Retail and Distribution Management Vol.13, No. 6, pp. 340 –348.

Parry Mark, Strategic marketing management-Means-End approach. McGraw-Hill, New York, Chicago, 2001.

Percy L, A Woodside ed. Understanding consumer cognitive structure: Implication for advanced strategy and advanced consumer psychology. Volume 1 pp 77-90.Lexington, 1983.

Reynolds, T. J., & Gutman, J. ( 1988). Laddering theory, method, analysis, and interpretation. Journal of Advertising Research, 28,11–31/

Schwartz, S. H. (1992). Universals in the content and structure of values: Theoretical advances and empirical tests in 20 countries. Advances in experimental social psychology, 25(1), 1–65/

Zaltman, G., & Coulter, R. A. ( 1995). Seeing the voice of the customer: Metaphor-based advertising research. Journal of Advertising Research, 35, 35–51.

Websites:• www.wildernessinquiry.org-understanding means end theory for wilderness

inquiry trips.

REFERENCES

http://www.wildernessinquiry.org-understanding/

debmcd1256 Hi, What a great thread. How is the caregiver? Frankly I am tired of doing this. I took my mom to my home 3 1/2 years ago because she needed 24/7 care and I didn't want her to go to a nursing home. She has no dementia, just mobility issues. I am sorry to say that right now I am coping by being more and more disengaged. She is safe and fed and basic needs met. But I am tired of her care taking up all my energy. I want to make plans and have a life that isn't filtered through her needs. Respite is good and I work with a caregiver here for those hours, but it is not enough. I hate to sound so selfish but this is how it feels. Right now I am looking at an assisted living that is a few hours from here but close to our retirement plans. They provide services that I can't find locally. Is it wrong to just be "done"? ladeeM deb, no it is not wrong to just be "done". One of the most important things about caregiving is knowing in our heart of hearts when we just can not do it for another day.And it sounds as if your relationship would have some space to improve. If you and she have the assets to put her in a good facility, then do what your heart guides you to do. No shame in knowing your limitations. I appreciate your honesty about this, and hugs and support for whatever lies ahead...keep us updated..

Caregiver threads

burnedncaringst …………..I am so confused and overwhelmed and he has refused extra help right now. I sorta need it lol and sometimes his seizures causes him to experience memory problems and some early dementia symptoms. I am taking antidepressant and seeing a therapist. I have some small back up plans for the kids when they need the break but so far he keeps refusing the hospital. I was told several times he needs nursing home but he isn't too far irrational or experience physical problems that need him in there yet but i hate the system and i hate the stress but somehow I keep looking towards the end of the rainbow when there will be peace for him one day.

Robale I'm rather new to this caregiving myself 24/7 since last August. For the past few months I can even recite my Moms responses. I'm sleeping, I'm not....I'm not and thats my morning breakfast conversation everyday when I have to start feeding her and giving her meds. Its like every day I'm playing this Groundhog Day everyday and night. I try talking about the familu, the past, about the news etc., she seems interested for the moment. I can walk out of her room to heat her coffee and its like I was never in there talking to her. I try to send a spark to her but very seldom do I get a reply. I tell her its time to take her meds and she says she don't take any and that she is not sick. All I get is denial and negativity. But, I wouldn't have it any other way. I'm glad I'm seeing her changes everyday. I'm glad that we have our argumental breakfasts each day. At least I know shes getting the best that I can give to her. I do feel so hurt each day because I miss her the way that she used to be and I know that time will keep on going and that I will lose her alittle more each day. I get so depressed and I'm glad that I found this web site because I don't feel so alone. We all need a hug each and everyday we deserve it. Have a great day everyone.

seemeride Mom is so aggravated with her condition today. Two more days to wait

for a diagnosis. Hope there is a suitable treatment. She's weepy. Can't decide if she wants to scream, cry or laugh, but I can always distract her with food......as long as it is mashed potatoes and gravy. She sat on the porch for a while, but allergies brought her in....and 82 degrees in the house is too cold for her. AAAAAGGGGGHHHHH !!!!! Hubby was crabby,too, feeling a little left out of things, no attention paid to him cause it all goes to mom. He is pretty self-sufficient, exccept emotionally. Wish I could be two people.....wouldn't we all !!!

Robin.... my mom woke up from a short nap and wanted to tell me she couldn't

get the kids ready in time to go to the party. She just couldn't get all 6 kids dressed and looking half-way decent, and the boys' collars wouldn't stand up stiff. Those twin boys are now 58 years old !!! I have gotten used to the conversations now, but they used to throw me for a loop. Her brain damage comes from a brain aneurysm 10 years ago. No medicine will help that. What is gone is gone. Everything happened yesterday or is tomorrow. But I love her dearly and wouldn't trust her in anyone else's care.....even my sisters'. It is a labor of love, and now I know the labor part......

http://www.agingcare.com/Members/seemeride

Dr. Kathy Keeling [email protected] Value Based Design.

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