Start page

Per Isacson

The VRS team

Johan Conradsson

Petra Gram

AlexanderLöfgren

David Härdeman

The people behind the team    

Marcus Lind,coach Ulrik Karlsson,

co-coach

Lazar Rusu, co-coach

Louise Berthilson,co-coach

Maria Andersson,Svenska Bostäder,

principal

Presentation overview

• Background• Goal • Past, present and future• SWOT• Important conclusions• Summary• Questions and comments

Background

• Unsufficient understanding of users and their needs

• Technology push vs. consumer/social pull

• “Broadband to the people!” - Is 100% penetration Utopia?

• Major broadband investment in Vällingby

Background cont’d

Theoretical framework:

Life form

Life cycle Life style

Goals

Gain a deeper understanding of consumer behaviour and its implications to demand of IT services, by investigating:

• Demand of IT services, driving forces• Obstacles for IT usage• How do life style and life cycle matter?• Technology and human needs• Local content in Vällingby Nät?

Past, present and future

Past• Define goals• Background

studies• Expert

interviews• Method

formulation

Present• Contact

interviewees• Conduct

interviews

Future• Conduction of

interviews cont’d

• Analysis of interviews

• Conclusions• Project report

SWOT

STRENGTHS

OPPORTUNITIES

WEAKNESSES

THREATS

•Result can be hard to evaluate

•Limited practical experience from conducting in-depth interviews

•Well functioning, motivated group

•Interested and involved principal

•Supporting coaches

•An exciting area not fully explored

•Freedom to form our work

•Work in a real life project

•Cooperation with Stockholm U.

•Difficult to find people for interviews

•Time and dependence on others

Important conclusions so far

• The importance of clearly defined goals cannot be stressed too much

• Get the principal involved and make sure you are on the right track

• Qualitative research is time-consuming but rewarding

Important conclusions so far cont’d

• An in-depth interview is a conversation, not a interrogation or questionnaire

• Consumers are complex and difficult to understand

• Things take TIME when you depend on others (interviews etc).

Summary

• We want to understand consumer needs and driving forces, therefore:– Qualitative in-depth studies are needed,

but– Finding people and performing a good

interview isn’t easy, however,– Working hard, and– Using our strengths (group & coaches),– We’ll succeed!

Questions and comments

Any questions?

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We would like to thank