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Article
Publication date: 13 June 2019

Alessandro Fergnani

The purpose of this paper is to formally introduce the future persona, a futures method to let scenarios come to life. A future persona is a scenario-specific fictional…

Abstract

Purpose

The purpose of this paper is to formally introduce the future persona, a futures method to let scenarios come to life. A future persona is a scenario-specific fictional individual living in the future scenario (s)he is meant to depict. The paper provides a formal, systematic and clear step-by-step guide on how to create engaging and effective future personas after a scenario planning exercise.

Design/methodology/approach

After having introduced the future persona method, tracing it back to the customer persona method in user centered design (UCD) and differentiating it from previous uses of futures characters in the futures studies literature and in other domains, an example of the creation process of four future personas based on four scenario archetypes of the futures of work is provided, illustrated with pictures and discussed.

Findings

Future personas, with their narratives and graphical illustrations, are found to be particularly useful to convey scenarios to a target audience.

Practical implications

Futures personas can be used in a scenario planning exercise to increase the clarity of scenarios in the mind of scenario planners and to let scenarios be known inside an organization.

Originality/value

Future personas can substantially enrich scenarios, increasing their liveliness, playfulness and empathy.

Details

foresight, vol. 21 no. 4
Type: Research Article
ISSN: 1463-6689

Keywords

Content available
Article
Publication date: 27 March 2020

Craig Leith

The purpose of this paper is to propose drivers that may impact the development of solo tourism in the near future.

Abstract

Purpose

The purpose of this paper is to propose drivers that may impact the development of solo tourism in the near future.

Design/methodology/approach

This paper identifies and briefly examines four key factors that, it is suggested, will be significant in solo tourism in the near future.

Findings

It is proposed that future solo tourism will be increasingly fragmented based on the desires, living circumstances and motivations of the individual. A key element will be the level of solitude or controlled or uncontrolled companionship that the individual desires. Three possible personas of the future solo tourist are highlighted.

Originality/value

Solo tourism is currently underresearched, and this paper provides a starting point in looking specifically at the varying motivations and behaviours of the solo tourist.

Details

Journal of Tourism Futures, vol. 6 no. 3
Type: Research Article
ISSN: 2055-5911

Keywords

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Article
Publication date: 13 January 2020

Alessandro Fergnani

The purpose of this paper is to introduce the Futures Triangle 2.0, a methodological advancement of the Futures Triangle method (Inayatullah, 2008), which better…

Abstract

Purpose

The purpose of this paper is to introduce the Futures Triangle 2.0, a methodological advancement of the Futures Triangle method (Inayatullah, 2008), which better integrates the original method with Scenario Planning by visually representing scenarios against the three dimensions of the Triangle, i.e. pulls, pushes and weights.

Design/methodology/approach

The paper explains the theoretical rationale behind the creation of the method, outlines the steps required to use it in a futures workshop or in a futures research project with a step-by-step procedure and reports a case study of its application in practice.

Findings

The Futures Triangle 2.0 encourages a deliberate and systematic discussion on the three dimensions of the Futures Triangle in each scenario and on whether scenarios differ in these attributes. The method allows the foresight researcher/practitioner to capture the valuable tensions between weights on the past on one hand and pushes of the present/pulls of the futures on the other hand, and to make sure that the scenarios differ substantially in these three attributes.

Originality/value

The method integrates the Futures Triangle and Scenario Planning in an intuitive, easily reproducible and visually pleasant graphical procedure.

Details

foresight, vol. 22 no. 2
Type: Research Article
ISSN: 1463-6689

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Article
Publication date: 30 October 2018

Jakob Trischler, Anita Zehrer and Jessica Westman

The purpose of this paper is to evaluate the usability of different design methods in understanding the customer experience from a contextual and systemic standpoint.

Abstract

Purpose

The purpose of this paper is to evaluate the usability of different design methods in understanding the customer experience from a contextual and systemic standpoint.

Design/methodology/approach

Three design methods (i.e. personas, observations and collaborative service mapping) were applied to analyze customer experiences in two service settings. These methods’ usability was compared across the two settings.

Findings

Personas, as informed by phenomenological interviews, provide insights into the customer’s broader lifeworld context. These insights assist in connecting with and understanding the customer experience from a dyadic customer-firm perspective. The involvement of the customer in service mapping activities supports the validation of findings and gives access to experience dimensions beyond the immediate service setting.

Research limitations/implications

The analysis is limited to three design methods and is based on small samples. Future research should systematically review design methods to provide a basis for a more comprehensive evaluation.

Practical implications

To successfully capture the contextual and systemic nature of the customer experience, managers should apply interpretive approaches and actively involve selected customers as “experts of their experiences”. The study provides guidelines on how design methods can be combined and applied to a more holistic customer experience analysis.

Originality/value

The paper shows that design methods, when applied in a combined form, can support an analysis that captures both in-depth insights into the customer’s lifeworld and the complexity of value constellations.

Details

Journal of Services Marketing, vol. 32 no. 7
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 27 May 2014

Roger Clarke

– The purpose of this paper is to document the development path of a specific concept during its first 20 years.

Abstract

Purpose

The purpose of this paper is to document the development path of a specific concept during its first 20 years.

Design/methodology/approach

Evidence was extracted of the citation-counts of relevant articles, uses of the term in other articles that do not cite the original articles, and uses of terms with similar meanings. Examination of the data took into account insights from epidemiology, memetics and diffusion of innovations theory.

Findings

The concept has had insufficient impact to overcome the weaknesses in theory and practice that it was intended to address. It has lacked champions. It has proven to be sufficiently fit to survive, but not to flourish.

Research limitations/implications

Google Scholar has a wide catchment area, and hence provides a basis for tracking the path of development of new ideas. However, the tools remain fairly blunt, and do not, for example, enable efficient extraction of patterns of citation over time, or the nature of the uses made of terms by the citing articles.

Practical implications

Neologisms take on a life of their own, losing the associations that they were intended to have with other ideas, and shedding their embedment in a body of theory. For a new term to successfully project a meme, its proponent must enthuse a critical mass of early adopters to apply it, and to generate a further round of adopters.

Originality/value

Concepts are seldom tracked over time. This paper shows that a new term and its associated body of theory require more than publications in top-level journals if they are to have significant impacts on academic research and industry practice.

Details

Information Technology & People, vol. 27 no. 2
Type: Research Article
ISSN: 0959-3845

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Article
Publication date: 6 February 2020

Katherine Prince

This paper reflects on the author’s experience of an education foundation’s developing a robust and nationally recognized futures studies practice over a period of 14…

Abstract

Purpose

This paper reflects on the author’s experience of an education foundation’s developing a robust and nationally recognized futures studies practice over a period of 14 years. In so doing, this paper aims to inform other futures studies practitioners about the kinds of considerations that can be encountered, and which must be managed, in starting, developing and maintaining a futures studies practice.

Design/methodology/approach

Organized around KnowledgeWorks’ triennial forecasts on the future of learning, the paper takes a narrative approach to describe the organization’s and the author’s future studies journeys, examining ways in which organizational learning and dynamics, as well as audience reception, affected the relative success of the study.

Findings

The paper begins by describing KnowledgeWorks’ excitement when publishing its first forecast on the future of education as a client of the institute for the future put KnowledgeWorks on the national map. It goes on to examine the organization’s capacity development in learning how to engage education audiences in exploring the future of learning, situating the study in the field of futures studies and developing internal capacity and thought leadership in the field. The paper concludes by reflecting on key aspects of KnowledgeWorks’ organizational learning; the organization’s leadership, moment and culture; and the author’s professional development journey.

Originality/value

The paper will help other future studies practitioners, along with organizations interested in considering investing in futures studies, anticipate considerations that could help them strengthen their practice or set up their organizational investment for success.

Details

On the Horizon , vol. 28 no. 1
Type: Research Article
ISSN: 1074-8121

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Article
Publication date: 10 June 2019

Alexander Garrett and Cara Wrigley

This paper aims to explore the use of a design process of inquiry that incorporates both deep customer insight (DCI) and traditional market research (TMR) in an…

Abstract

Purpose

This paper aims to explore the use of a design process of inquiry that incorporates both deep customer insight (DCI) and traditional market research (TMR) in an ill-defined, complex current market opportunity to generate new business opportunities for firm-based innovation.

Design/methodology/approach

The paper reports on an empirical research case study conducted within a multi-national insurance agency looking at the shift in mobility in Australia. Data were collected across seven distinct research phases, all of which used TMR and DCI techniques for joint comparison.

Findings

The findings revealed that TMR and DCI methodologies developed both contradictory and complementary research outcomes. These outcomes saw rise to newly generated novel business model concepts for market entry opportunity from the case study firm.

Research limitations/implications

The theoretical outcome of this study is the design thinking DCI framework providing guidance on appropriate implementation of research methods to respond to complex market opportunity.

Practical implications

DCI methods used in conjunction with TMR can provide early stage market opportunity assessment for firms seeking to innovate from a customer perspective.

Originality/value

This is the first paper to apply a design approach, combining TMR and DCI methods to a complex market opportunity rather than a tangible problem. In addition, it also contributes to the emerging field of DCI methodologies by providing a practical examination of their use in the field.

Details

Qualitative Market Research: An International Journal, vol. 22 no. 3
Type: Research Article
ISSN: 1352-2752

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Article
Publication date: 1 April 1990

One of the basic decisions to be made when considering the automation of a library is whether to go for an ‘off‐the‐shelf’ solution developed by a commercial company…

Abstract

One of the basic decisions to be made when considering the automation of a library is whether to go for an ‘off‐the‐shelf’ solution developed by a commercial company experienced in the library field or whether to go for an in‐house solution. The latter is attractive in that it provides the library with total control over the nature of the resulting system, incorporates only the facilities that the library wants and can be a cheaper option. On the other hand, it is often a matter of treading new ground where mistakes can be made or problems not anticipated—all experiences which the commercial suppliers will no doubt have already been through. A large proportion of the universities and polytechnics in the UK have taken the former route and gone for commercially produced integrated library systems many of which have been described in this journal's pages over the last few years. Interestingly, the Library at the University of Lancaster has chosen the alternative and have been working on the development of their own in‐house system based on the PICK operating system.

Details

VINE, vol. 20 no. 4
Type: Research Article
ISSN: 0305-5728

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Article
Publication date: 13 June 2016

Jennifer Gunter King

– The purpose of this paper is to share a compelling example of a library’s willingness to develop and design itself as an open-ended process.

Abstract

Purpose

The purpose of this paper is to share a compelling example of a library’s willingness to develop and design itself as an open-ended process.

Design/methodology/approach

The case study provides a historical review of the library’s founding design, and an overview of the process and approach to redesign. The study contextualizes the library within current academic library research and literature.

Findings

This paper explores the research, engagement and planning process behind the library’s exploration of new models and service configurations. The project was an engaged, inclusive, transparent, library-led process. The commons reestablishes the library as the “nerve center” of the campus.

Originality/value

The paper offers an update to a 1969 report, and later book by Robert Taylor on the Harold F. Johnson Library at Hampshire College, designed as a prototype of an academic library. This paper will be of value to academic librarians, administrators, and historians.

Details

Library Management, vol. 37 no. 4/5
Type: Research Article
ISSN: 0143-5124

Keywords

Content available
Article
Publication date: 26 March 2018

Jukka Ojasalo and Katri Ojasalo

The purpose of this study is to develop a service logic oriented framework for business model development. “Service logic” covers the basic principles of the three…

Abstract

Purpose

The purpose of this study is to develop a service logic oriented framework for business model development. “Service logic” covers the basic principles of the three contemporary customer value focused business logics: service-dominant logic, service logic and customer-dominant logic.

Design/methodology/approach

This study is based on an empirical qualitative research and deployed the focus group method. The data are generated in a series of interactive co-creative focus group workshops involving both practitioners and academics.

Findings

As the outcome, a new tool was developed, called Service Logic Business Model Canvas. The new canvas is a modified version of the original Business Model Canvas (Osterwalder and Pigneur, 2010).

Research limitations/implications

This study adopts service logic in business model thinking and increases knowledge on how to keep the customer needs in the centre of business model development.

Practical implications

The developed canvas makes the theory of service-dominant logic tangible and easily applicable in practice. It enables service innovation truly based on customer value by ensuring that the customer is in the centre of all the elements of a business model. It can function both as a rapid prototype of a new business model and as a communication tool that quickly illustrates the company’s current business model. It can also help in creating a customer-centred business culture. It is designed to be applied to each customer profile separately, thus enabling a deeper understanding of the customer logic of each relevant profile.

Originality/value

Earlier business model frameworks tend to be provider-centric and goods-dominant, and require further development and adaptation to service logic. This study adopts service logic in business model thinking. It embeds the true and deep customer understanding and customer value in each element of the business model, and contributes to both business model and service-dominant logic literature.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 20 no. 1
Type: Research Article
ISSN: 1471-5201

Keywords

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