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.


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.


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


E - European Advances in Consumer Research Volume 7 | 2005

Share Proceeding

Featured papers

See More


When CSR Becomes a Liability for Firms in Crises: Effects on Perceived Hypocrisy and Consumer Forgiveness

Argiro Kliamenakis, Concordia University, Canada
H. Onur Bodur, Concordia University, Canada

Read More


M5. The More Expensive a Gift Is, the More It Is Appreciated? The Effect of Gift Price on Recipients’ Appreciation

Jooyoung Park, Peking University
MENGSHU CHEN, Tencent Holdings Limited

Read More


The Experiential Advantage: A Meta-Analysis

Evan Weingarten, University of California San Diego, USA
Joseph K Goodman, Ohio State University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.