User Involvement of Different Target Groups in a Mobile Context

We compare user involvement in the product innovation process of mobile terminals and applications for two very different target groups, namely horse aficionados at virtual stables, and ice hockey fans. We have studied both groups with several methods, e.g. first analyzing the artifacts of the community's operations, then observing and interviewing the members, and using questionnaires. As we experienced severe difficulties in getting horse aficionados involved in the process, we successfully adopted a web-based storytelling environment that they could use. In this paper we identify and discuss the reasons why different methods work better (or worse) with different target groups.



Citation:

Eva Heiskanen, Ilpo Koskinen, and Petteri Repo (2005) ,"User Involvement of Different Target Groups in a Mobile Context", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 244-248.

Authors

Eva Heiskanen, National Consumer Research Centre
Ilpo Koskinen, University of Art and Design
Petteri Repo, National Consumer Research Centre



Volume

E - European Advances in Consumer Research Volume 7 | 2005



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