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BP1: Best Practice Award I
A1 Telekom Austria usability case studies using Living Lab framework
1evolaris next level GmbH, Austria; 2A1 Telekom Austria AG/ CCO - Customer Experience & Operations Research
a) Relevance & Research Question:
The European Network of Living Labs (ENoLL) is a community of Living Labs with a sustainable strategy for enhancing innovation on a systematic basis. Currently more than 250 Living Labs worldwide are active. Living Labs comprise a geographical space from the size of a city up to a region, where partners from economy, public sector, academic field and end users co-operate. Our institution operates a Living Lab in the area of mobile communication.
Aim of our Living Lab is to develop new mobile services, where end-users are integrated in the innovation process from the beginning. The main mission is to optimize the product development life-cycle with user-centric implementation and the use of the creative potential of the users by means of an Open-Innovation paradigm. In addition usability and user experience of existing mobile services and devices are examined in order to develop them further.
The presentation will outline in detail the set-up and results of two usability-studies for A1 Telekom Austria done within the framework of the mobile Living Lab. One study shows the expansion of the Living Lab to the facilities of the stakeholder A1 within the Living Lab, the second summaries the use of the Living Lab customer panel.
(b) Methods & Data:
The first study had been conducted in an A1-Shop with at the location recruited customers. Their task was to evaluate und judge different mobile devices according to usability criteria like built-in camera, keyboard, operating system, touchscreen-functionality and overall design. The second study done within a laboratory considered the acceptance of another mobile device.
Results of the studies show that the best accepted mobile device delivers an outstanding attractive design, clear arrangement of icons and a good look & feel while holding it in the hand. However, there are still some issues to improve like weight of device and difficult switch-on process.
(d) Added Value:
The presentation will give advice on using a Living Lab for usability studies in the mobile communication area.
Best Practice: Ford FanAward - Social Media Engagement
infospeed GmbH, Germany
Relevance & Research Question
One of the many questions companies have is how to engage in Social Media. Especially when it comes to groups, in which their customers use critical content and endanger a company's prestige. Admonishments against such communities have proved to have a negative impact on the reputation due to the community's linking-up in the past. This best practice shows how the Ford Motor Company Germany has positively established a Social Media Engagement.
Methods & Data
Before engaging in a Social Media Community, the company has to have a distinct knowledge of its online target group through a Social Media Research. The results have shown that there are more than 300 Ford fan web sites, such as bulletin boards, blogs and classic web sites. Setting and defining specific goals turned out to be the main criteria for success. Three goals were defined: 1) Ford wanted their fans to do a voluntary relaunch of their bulletin boards, and 2) to evoke awareness of Ford engaging in their platforms. 3) Ford wanted to avoid a negative engagement by directing judicial instructions.
Instead of judicial sanctions, Ford Germany decided not to punish their online fans, but to reward them for their work instead. After several workshops, Ford established a continuous project called the Ford FanAward. Since then every creator of a Ford web site can submit his URL to win a price for the best Ford web site every two years. A jury picks up a selection of web sites, while the winners are being voted by the community itself. The results of the Ford FanAward have shown, that many of the communites started positive discussions about Ford's appreciation towards them, and most importantly, that they have changed their designs and adopted the corporate identity of Ford, without any notice sent.
Engagement in Social Media calls for distinct knowledge of the online target group, which can be gathered through Social Media Research. Before engagement, every company has to define its specific goals and create an individual idea of Social Media Engagement.
Out of sight, out of soul
Dialego AG, Germany
Brands today are quite exchangable, brand loyalty by consumers is deteriorating with many successful brands of the past. As a result, consumers make new choices from day to day picking different brands within one category.
Delivering research results to brand owners today means to dive deep into multidimensional relationships between consumers and brands. It is less of explaining singular connections between a consumer and one brand but more of looking at complex market spaces including many brands acting on a market, sending multiple messages.
Gruner + Jahr maintains a strong range of high-quality media and addresses since then the challenging issues of their clients, owners of traditional consumer and premium brands throughout a wide range of categories. Most of them trapped in overcrowded consumer markets. I.e. cosmetics (e.g. Dove), financial services (e.g. Deutsche Bank) or cars (Mercedes Benz). All brands do their best to communicate clearly towards consumers but end up in a swoosh of messages on many channels.
The „G + J Werbewirkungspanel“ (WWP) has a history of more than 7 years, 25 waves, more than 200 brands and keeps innovating their key research issue: to track ad awareness and to bring new brand insights „in sight“ using novel, intuitive techniques. Most recently two techniques have been launched:
1. Diving deeper into consumers voice when it comes to ad awareness. The Dialego SemanticMining approach delivers new insights for more than 50 brands. It has proven in many of G+J’s clients presentations that the Mining approach delivers deeper understanding especially regarding brand perceptions and contexts. It gives invaluable advice when it comes to the view of brand development over several quarters and customized views e.g. regarding lapsed users or cross media impact.
2. Most recently the WWP developed an involving sculpture tool which allows respondents to intuitively map their individual brand spaces. A visual report over all 2,000 interviews (!) includes new, easy-to-understand KPIs (key performance indicators) and not only engages marketeers but particularly delivers new mappings revealing danger zones (loosing clients) and interesting blue oceans with hands-on advice.