Market Driven Product Ontologies Davor Meersman OTM 2007 Doctoral Consortium Vilamoura, 25/11/2007
Contents <ul><li>Background </li></ul><ul><ul><li>Synergetics NV </li></ul></ul><ul><ul><li>SMIT </li></ul></ul><ul><ul><l...
Background <ul><li>PhD research in association with </li></ul><ul><ul><li>Industry </li></ul></ul><ul><ul><ul><li>Synerget...
Background | Synergetics NV <ul><li>Semantic technology company </li></ul><ul><li>Competency-driven </li></ul><ul><li>Cont...
Background | SMIT <ul><li>Studies in Media, Information and Telecommunications </li></ul><ul><li>User-related aspects of t...
Background | STARlab <ul><li>Semantic Technology and Applications Research Laboratory </li></ul><ul><li>Collaborative (con...
Background | Personal <ul><li>MA degree in Business Communication </li></ul><ul><li>Communications consultancy (Groep C & ...
Introduction
Introduction <ul><li>Shift from technology push to pull </li></ul><ul><li>‘ Quality of Experience’ </li></ul><ul><li>User ...
Overview market company MCC MRC products people processes MRC MRC ? ! 80% failure rate CHAINS OF INTERPRETATION ? !
Concept <ul><li>Semantic product model (  MDPO) </li></ul><ul><li>Mapped to existing context/enterprise/product ontology ...
Concept MROD LMS
Market researh methodologies/MROD <ul><li>Product development life cyle </li></ul><ul><ul><li>Quantitative </li></ul></ul>...
MDPO <ul><li>Preliminary building blocks </li></ul><ul><ul><li>Product semiotics </li></ul></ul><ul><ul><ul><li>Perceivabl...
LMS <ul><li>Xerceo </li></ul><ul><li>Role-based implementation </li></ul><ul><li>Roles defined by product semantics </li><...
PhD Research Methodology <ul><li>Design rudimentary semantic product model </li></ul><ul><li>Select market research method...
Pilot <ul><li>3 possibilities </li></ul><ul><ul><li>Architectural firm </li></ul></ul><ul><ul><ul><li>‘ pattern language’ ...
Planning <ul><li>DEC 07 </li></ul><ul><ul><li>market research methodology selection </li></ul></ul><ul><ul><li>full resear...
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Market Driven Product Ontologies

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In this presentation we will introduce the concept of market driven product ontologies, which are used to incorporate market information into the knowledge system of a company as well as exchange it with other value cycle partners with minimal loss of information. In our vision, one would integrate market research output data with the ontological backbone of an organisation in such a way that it is relevant to every aspect of the product development process, thus permitting the information to travel deep down into the fibre of an organisation, contributing to product innovation, competence development and relevant social interaction. We will discuss early research challenges, issues and results, the anticipated research methodology and project pilot environment.

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Market Driven Product Ontologies

  1. 1. Market Driven Product Ontologies Davor Meersman OTM 2007 Doctoral Consortium Vilamoura, 25/11/2007
  2. 2. Contents <ul><li>Background </li></ul><ul><ul><li>Synergetics NV </li></ul></ul><ul><ul><li>SMIT </li></ul></ul><ul><ul><li>STARlab </li></ul></ul><ul><ul><li>Personal background </li></ul></ul><ul><li>Introduction </li></ul><ul><li>Overview </li></ul><ul><li>Concept </li></ul><ul><ul><li>MROD </li></ul></ul><ul><ul><li>MDPO </li></ul></ul><ul><ul><li>LMS </li></ul></ul><ul><li>Methodology </li></ul><ul><li>Pilot </li></ul><ul><li>Planning </li></ul>
  3. 3. Background <ul><li>PhD research in association with </li></ul><ul><ul><li>Industry </li></ul></ul><ul><ul><ul><li>Synergetics NV </li></ul></ul></ul><ul><ul><li>University </li></ul></ul><ul><ul><ul><li>Vrije Universiteit Brussel </li></ul></ul></ul><ul><ul><ul><ul><li>SMIT (Promoter: Prof. dr. Jo Pierson) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>STARlab (Co-Promoter: Dr. Ir. Jeroen Hoppenbrouwers) </li></ul></ul></ul></ul><ul><li>Not CS PhD </li></ul><ul><ul><li>Communication science </li></ul></ul><ul><ul><li>Information science </li></ul></ul>
  4. 4. Background | Synergetics NV <ul><li>Semantic technology company </li></ul><ul><li>Competency-driven </li></ul><ul><li>Context / competency ontologies </li></ul><ul><li>BPMS/LMS </li></ul><ul><li>IEEE Competency Chair, </li></ul><ul><li>HR-XML Competency Work Group Chair </li></ul><ul><li>Innovation focused (EU research) </li></ul>
  5. 5. Background | SMIT <ul><li>Studies in Media, Information and Telecommunications </li></ul><ul><li>User-related aspects of technology domestication and appropriation </li></ul><ul><li>Social shaping of technologies </li></ul><ul><li>Variety of research methodologies (+combination) </li></ul>
  6. 6. Background | STARlab <ul><li>Semantic Technology and Applications Research Laboratory </li></ul><ul><li>Collaborative (context) ontology modelling </li></ul><ul><li>DOGMA-infrastructure </li></ul><ul><li>DOGMA-MESS </li></ul>
  7. 7. Background | Personal <ul><li>MA degree in Business Communication </li></ul><ul><li>Communications consultancy (Groep C & Slangen) </li></ul><ul><li>Consumer research & communication strategy (IDEAlogic) </li></ul><ul><li>Semantic technology (Synergetics) </li></ul>
  8. 8. Introduction
  9. 9. Introduction <ul><li>Shift from technology push to pull </li></ul><ul><li>‘ Quality of Experience’ </li></ul><ul><li>User involvement in product development process </li></ul><ul><li>Myriad of market research methodologies </li></ul>
  10. 10. Overview market company MCC MRC products people processes MRC MRC ? ! 80% failure rate CHAINS OF INTERPRETATION ? !
  11. 11. Concept <ul><li>Semantic product model (  MDPO) </li></ul><ul><li>Mapped to existing context/enterprise/product ontology </li></ul><ul><li>‘ Fed’ by market research output data (MROD) </li></ul><ul><li>Conceptual dynamics </li></ul><ul><ul><li>Integration of drivers behind CD </li></ul></ul><ul><li>Ensures MROD travels throughout organisation by Learning Management Systems technology </li></ul><ul><ul><li>Role-based </li></ul></ul><ul><ul><li>Defined by semantics </li></ul></ul>
  12. 12. Concept MROD LMS
  13. 13. Market researh methodologies/MROD <ul><li>Product development life cyle </li></ul><ul><ul><li>Quantitative </li></ul></ul><ul><ul><ul><li>1 level </li></ul></ul></ul><ul><ul><ul><li>Tailored </li></ul></ul></ul><ul><ul><li>Qualitative </li></ul></ul><ul><ul><ul><li>2 levels </li></ul></ul></ul><ul><ul><ul><li>Markers,... </li></ul></ul></ul>MROD
  14. 14. MDPO <ul><li>Preliminary building blocks </li></ul><ul><ul><li>Product semiotics </li></ul></ul><ul><ul><ul><li>Perceivable characteristics (product/packaging) </li></ul></ul></ul><ul><ul><ul><li>Self-communicate meaning </li></ul></ul></ul><ul><ul><ul><li>E.g. front shape of a car </li></ul></ul></ul><ul><ul><li>Product properties </li></ul></ul><ul><ul><ul><li>Non-perceivable characteristics </li></ul></ul></ul><ul><ul><ul><li>Can be communicated </li></ul></ul></ul><ul><ul><ul><li>E.g. chemical constitution of absorbents in a diaper </li></ul></ul></ul><ul><ul><li>Product context </li></ul></ul><ul><ul><ul><li>Identity of product in the market </li></ul></ul></ul><ul><ul><ul><li>Context-sensitivity for e.g. geographical and cultural differentiation </li></ul></ul></ul><ul><ul><ul><li>E.g. QoE data, usability data, domestication data, brand perception </li></ul></ul></ul><ul><li>Mapping to common classification schemes (Hepp) </li></ul>
  15. 15. LMS <ul><li>Xerceo </li></ul><ul><li>Role-based implementation </li></ul><ul><li>Roles defined by product semantics </li></ul><ul><li>‘ shards’ of market info streamed to right person/role </li></ul><ul><li>SCORM compliant </li></ul><ul><li>Competency enabled </li></ul><ul><li>ePortfolio enabled </li></ul><ul><li>Everybody thinks along with the company based on real time market input </li></ul>LMS
  16. 16. PhD Research Methodology <ul><li>Design rudimentary semantic product model </li></ul><ul><li>Select market research methodologies (PDL/QT/QL) </li></ul><ul><li>Assess MROD according to ontology requirements criteria </li></ul><ul><li>Development of tool for market information management (MROD  MDPO) </li></ul><ul><li>Develop methodology for collaborative product ontology engineering based on DOGMA-MESS </li></ul><ul><li>Define pilot / existing MROD </li></ul><ul><li>Initiate pilot / build MDPO </li></ul><ul><li>Define LMS roles based on MDPO / CO semantics </li></ul><ul><li>Assess. Refine. Iterate. </li></ul>
  17. 17. Pilot <ul><li>3 possibilities </li></ul><ul><ul><li>Architectural firm </li></ul></ul><ul><ul><ul><li>‘ pattern language’ </li></ul></ul></ul><ul><ul><ul><li>push oriented </li></ul></ul></ul><ul><ul><li>Fast Moving Consumer Goods (FMCG) </li></ul></ul><ul><ul><ul><li>short product cycles </li></ul></ul></ul><ul><ul><ul><li>‘ closed source’ </li></ul></ul></ul><ul><ul><li>Technology provider </li></ul></ul><ul><ul><ul><li>suitable </li></ul></ul></ul><ul><ul><ul><li>no introduction </li></ul></ul></ul>
  18. 18. Planning <ul><li>DEC 07 </li></ul><ul><ul><li>market research methodology selection </li></ul></ul><ul><ul><li>full research outline </li></ul></ul><ul><li>JAN/FEB 08 </li></ul><ul><ul><li>visiting scientist Austria/DERI </li></ul></ul><ul><ul><li>mapping issues / general input </li></ul></ul><ul><li>APR 08 </li></ul><ul><ul><li>First version MDPO </li></ul></ul><ul><li>JUN 08 </li></ul><ul><ul><li>Pilot outline </li></ul></ul>

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