Customer-led versus market-oriented: An investigation of the lean startup methodology framework

<p>Market-oriented approach to customer development has been strongly associated innovativeness and new product success. There is also evidence to suggest customer-led approach, or responding to explicit customer needs, impedes innovation. This thesis investigates whether the increasingly popular Lean Startup Methodology (LSM) favours customer-led or market-oriented approach to discovering and learning about customer needs. The study was conducted using a participatory action research methodology. The LSM was used as a framework for investigating the commercial value of two researched projects originating from within Victoria University. The LSM was also applied to a third project founded by the Master of Advanced Technology Enterprise (MATE) team. The LSM process is shown to assist in the discovery of both explicit and latent customer needs. However, which one the framework favours depends on whether the product or the market is the primary driver of the validation process. In one instance the entrepreneur is deliberately looking to discover a present market need in order to align it with a pre-defined solution, while the alternative is to study the market in order to identify an opportunity followed by the development of a specific solution. The latter is shown to support becoming market oriented. The findings also suggest Domain Knowledge plays a vital role in establishing and maintaining market-oriented approach to customer development. Domain knowledge aids in understanding market data in order to extract novel and meaningful insights. Establishing close relationships with emerging customers and „lead users‟ in a particular market is shown to be an effective method of compensating for a lack of domain knowledge. What‟s more, the presence of preconceived prototypes is shown to negatively impact on the entrepreneur‟s ability to approach customer development in a market-oriented manner. By drawing on the MATE team‟s experiences, this thesis aims to provide practical lessons for individuals and teams that are looking to take a market-oriented approach to customer development.</p>

Customer-led versus market-oriented: An investigation of the lean startup methodology framework

<p>Market-oriented approach to customer development has been strongly associated innovativeness and new product success. There is also evidence to suggest customer-led approach, or responding to explicit customer needs, impedes innovation. This thesis investigates whether the increasingly popular Lean Startup Methodology (LSM) favours customer-led or market-oriented approach to discovering and learning about customer needs. The study was conducted using a participatory action research methodology. The LSM was used as a framework for investigating the commercial value of two researched projects originating from within Victoria University. The LSM was also applied to a third project founded by the Master of Advanced Technology Enterprise (MATE) team. The LSM process is shown to assist in the discovery of both explicit and latent customer needs. However, which one the framework favours depends on whether the product or the market is the primary driver of the validation process. In one instance the entrepreneur is deliberately looking to discover a present market need in order to align it with a pre-defined solution, while the alternative is to study the market in order to identify an opportunity followed by the development of a specific solution. The latter is shown to support becoming market oriented. The findings also suggest Domain Knowledge plays a vital role in establishing and maintaining market-oriented approach to customer development. Domain knowledge aids in understanding market data in order to extract novel and meaningful insights. Establishing close relationships with emerging customers and „lead users‟ in a particular market is shown to be an effective method of compensating for a lack of domain knowledge. What‟s more, the presence of preconceived prototypes is shown to negatively impact on the entrepreneur‟s ability to approach customer development in a market-oriented manner. By drawing on the MATE team‟s experiences, this thesis aims to provide practical lessons for individuals and teams that are looking to take a market-oriented approach to customer development.</p>

Predicting individual differences to cyber attacks: Knowledge, arousal, emotional and trust responses

Cyber attacks are increasingly commonplace and cause significant disruption, and therefore, have been a focus of much research. The objective of this research was to understand the factors that might lead users to fail to recognize red flags and succumb to cyber events. We investigated users’ knowledge of cyber attacks, their propensity to trust technology, arousal, emotional valence, and situational trust in response to different types and severity of cyber attacks. Our findings suggest that high-risk attacks elicited more arousal and more negative emotional valence than low-risk attacks. The attack-type manipulation revealed that phishing scenarios yielded distinctive patterns, including weaker affective responses than ransomware and other malware. The authors further examined arousal, emotional valence, and situational trust patterns among the subset of high- knowledge participants who successfully identified all the attacks and compared these responses with those of less knowledgeable peers. Our findings suggest that the more knowledgeable the user, the higher was their general propensity to trust technology, the more sensitive were their emotional responses to the manipulation of risk, and the lower their situational trust when faced with cyber attack scenarios.

WHY MAKING MATTERS ONLINE: THE PINTEREST-DIY DATA SET

ABSTRACT The Do-It-Yourself (DIY) community is currently one of the largest creative content communities on Pinterest (Hall et al., 2018), a social networking service (SNS) that encourages users to both share information about creative processes and attempt projects in real life (IRL). Pinterest users share ongoing projects by creating Project “Pins”, which consist of images, videos, and text descriptions of creative content. And yet, while several studies have investigated user behavior in relation to everyday ideation and creativity on the site (Linder et al., 2014, Hu et al., 2018, Mull and Lee, 2014), little is known about the characteristics that lead users to prefer some DIY projects over others. Thus, this paper introduces the Pinterest-DIY data set, which consists of text data mined from 500 DIY project Pins on Pinterest. Using a custom sampling approach, we created a taxonomy of DIY characteristics related to each Pin’s project type, function, materials, and complexity. To measure user preferences on the site, we also conducted a sentiment analysis on user comments for each DIY project Pin. This paper introduces the data set and presents two use cases for the internet research community using both exploratory and confirmatory statistical methods. In our view, the Pinterest-DIY data set will provide further opportunities to examine whether, and to what degree, participation in online DIY communities promotes everyday creativity and increases engagement with physical matter.

Human Factors Engineering: Designing for Diversity and Accessibility

As the Human Factors and Ergonomics Society Diversity, Equity, and Inclusion Committee enters its fifth year, it continues to encourage the society, annual meeting attendees, and human factors professionals to improve diversity and equity within the field. At the center of this field are humans and their widely varying needs and abilities. While HFE professionals devote themselves to these needs, their details are often overlooked in order to design for what is assumed to be a majority of users. These assumptions can then lead users to be rejected by products, systems, or objects. This rejection indicates a lack of accessibility, which affects millions worldwide. In this panel, experts in the areas of universal design, healthcare, and accessible design will discuss how to “do” accessibility while demonstrating that accessibility should be considered a required component of usability.

How behavioral homophily on social media influences the perception of tie-strengthening within young adults’ personal networks

This study examines how social media and information-sharing behavior can influence young adults’ perceptions of changes in tie strength within their own personal networks. By focusing on the extended personal networks (27.56 relationships) of young adults, we show that social media leads them to feel closer to their “friends” whom they think of as exhibiting online behaviors similar to their own. This behavioral homophily mainly stems from frequent reactions between friends, when they like or comment upon each other’s posts. Such homophily is also related to the sharing of political news and entertaining content, which constitute a salient affordance in the “pervasive awareness” of social media and lead users to feel closer to those exhibiting similar content-sharing behavior. This similarity reveals how social media platforms help to shape personal networks over time, particularly by influencing user relationships with weak ties who share similar online behavior.

End-User Needs of Fragmented Databases in Higher Education Data Analysis and Decision Making

In higher education, a wealth of data is available to advisors, recruiters, marketers, and program directors. These large datasets can be accessed using an array of data analysis tools that may lead users to assume that data sources conflict with one another. As users identify new ways of accessing and analyzing these data, they deviate from existing work practices and sometimes create their own databases. This study investigated the needs of end users who are accessing these seemingly fragmented databases. Analysis of a survey completed by eighteen users and ten semi-structured interviews from five colleges and universities highlighted three recurring themes that affect work practices (access, understandability, and use), as well as a series of challenges and opportunities for the design of data gateways for higher education. We discuss a set of broadly applicable design recommendations and five design functionalities that the data gateways should support: training, collaboration, tracking, definitions and roadblocks, and time.

HEURISTIC THINKING ON DATA VISUALIZATION BASED ON DASHBOARD CASE STUDIES AT NATIONAL HOSPITAL SURABAYA

Dashboard-based data visualization has various information is an option for presenting data is expected to support decision making. The ease of the dashboard isn't perfect, but it also has weakness. The nature of heuristic thinking makes users behave inconsistent with the rational decision-making process tobe an important issue. This study was conducted to explain the heuristic thinking behavior phenomenon from dashboard-based data visualization in the decision-making process. A qualitative approach is used with procedures and data collection based on interview techniques, observation and literature study. Data were observed from the National Hospital, Surabaya. The result is there is a bias in seeing data in a visual form, someone will tend to simplify the decision-making process. The contribution of this study is heuristic thinking on dashboard-based data visualization which can lead users to make irrational decisions.