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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…

1449

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

Open Access
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.

2626

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

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

Keywords

Open Access
Article
Publication date: 31 July 2021

Tra Huynh, Adrian Madsen, Sarah McKagan and Eleanor Sayre

Personas are lifelike characters that are driven by potential or real users’ personal goals and experiences when interacting with a product. Personas support user-centered…

1540

Abstract

Purpose

Personas are lifelike characters that are driven by potential or real users’ personal goals and experiences when interacting with a product. Personas support user-centered design by focusing on real users’ needs. However, the use of personas in educational research and design requires certain adjustments from its original use in human-computer interface design. This paper aims to propose a process of creating personas from phenomenographic studies, which helps us create data-grounded personas effectively.

Design/methodology/approach

Personas have features that can help address design problems in educational contexts. The authors compare the use of personas with other common methodologies in education research, including phenomenology and phenomenography. Then, this study presents a six-step process of building personas using phenomenographic study as follows: articulate a design problem, collect user data, assemble phenomenographic categories, build personas, check personas and solve the design problem using personas. The authors illustrate this process with two examples, including the redesign of a professional development website and an undergraduate research program design.

Findings

The authors find that personas are valuable tools for educational design websites and programs. Phenomenography can productively help educational designers and researchers build sets of personas following the process the authors propose.

Originality/value

The use and method of personas in educational contexts are scarce and vague. Using the example contexts, the authors provide educational designers and researchers a clear method of creating personas that are relatable and applicable for their design problems.

Details

Information and Learning Sciences, vol. 122 no. 11/12
Type: Research Article
ISSN: 2398-5348

Keywords

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.

2335

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

Keywords

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.

1243

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

Keywords

Article
Publication date: 18 March 2022

Marco Bevolo and Jean Oneli Blaise

This paper aims to articulates how educators are ideal candidates to become “brand ambassadors”, triggering dormant qualities to influence behavioral change. The study…

Abstract

Purpose

This paper aims to articulates how educators are ideal candidates to become “brand ambassadors”, triggering dormant qualities to influence behavioral change. The study aims at advocating a call for environmental futures by mobilizing pedagogues for changemaking. The research purpose was to deduce insights of real-life experiences when dealing with social influencers.

Design/methodology/approach

A design research approach was adopted. A sample of educators and students representing two universities of applied sciences was selected for qualitative. An experimental participatory experience was facilitated and observed.

Findings

This paper provides empirical insights. Design research findings include a persona profile, and an experimental prototype, designed to activate findings for real world impact. The outcome is for impact in the real world.

Research limitations/implications

The research was conducted locally at a Dutch university of applied sciences, on behalf of a Norwegian commissioner. Therefore, cultural contextual conditions were factored.

Practical implications

An applicable advice is sketched, tested and shared with non governmental organization’s, institutions or stakeholders who aspire to mobilize and activate educators, turning them into ambassadors for their cause.

Social implications

This paper aims at contributing and taking a position within the current tensions in academia and in the educational sector, in the light of the2012 San Francisco Declaration of Research Assessment declaration and of the urgency of enabling educators to partake to climate change activism.

Originality/value

Besides the engaged topic, this paper is uniquely based on a highly experiential, design thinking approach, which was co-created and facilitated in an experimental setting.

Details

On the Horizon: The International Journal of Learning Futures, vol. 30 no. 2
Type: Research Article
ISSN: 1074-8121

Keywords

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

Keywords

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

Keywords

Article
Publication date: 29 July 2022

Linda Charmaraman, Catherine Grevet Delcourt, Sidrah Durrani, Jyontika Kapoor, Amanda M. Richer and Le Fan Xiao

This study aims to introduce the concept of communities of social media practice where more experienced users provide guidance to female novice users, enacting a form of…

Abstract

Purpose

This study aims to introduce the concept of communities of social media practice where more experienced users provide guidance to female novice users, enacting a form of legitimate peripheral participation to “onboard” newcomers.

Design/methodology/approach

Through surveys with 968 early adolescents (average age was 13), the authors quantitatively explored sources and types of guidance for young social media users, popularity of conversation themes related to this guidance and how these conversations are associated with positive social media engagement. The authors qualitatively documented a case study of how a summer workshop of 17 students promotes positive social media use through a community of practice.

Findings

Although early adolescent girls reported that they more frequently talked to their parents about a wider range of social media topics, same-age peers and younger family members (e.g., siblings, cousins) were also frequent sources. Surprisingly, the authors also found that the source most strongly associated with positive social media use was the peer group. This case study of an intentional community of practice demonstrated how peers go from “peripheral” to “centered” in socializing each other for more positive social media use.

Originality/value

Unlike most prior scholarship on mediating social technology use, this study focuses on a critical developmental period (e.g. early adolescents), sources of guidance other than exclusively parents, explore the specific conversation topics that offer guidance and document an informal community of practice for girls that provides the training ground for peers and adult facilitators to codesign more positive social media spaces.

Details

Information and Learning Sciences, vol. 123 no. 7/8
Type: Research Article
ISSN: 2398-5348

Keywords

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