En mikroetnografisk studie av resenärers praktiker och upplevelse
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Presentation vid K2 i Lund vid seminariet om aktivitetsbaserade metoder, som används för att dokumentera och analysera resenärers rörelser i kollektivtrafiken samt deras erfarenheter och värderingar.
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En mikroetnografisk studie av resenärers praktiker och upplevelse
- 1. En mikroetnografisk studie av resenärers praktiker och upplevelse Jörg Pareigis @joergelp www.slideshare.net/joergelp
- 2. Study design • Microethnographic approach • Think aloud • Entire travel chain • Two fixed destinations • 20 participants Super user <-> Car lover 20 <-> 76 years Karlstad + Gothenburg Jörg Pareigis
- 3. SMS – Susanna “Sällanresenär” Bought ticket via sms at 1st trip Wants to buy new ticket Jörg PareigisJörg Pareigis
- 4. Jörg Pareigis Bus – Beatrice “Sällanresenär” Looking for right bus stop for destination Very familiar with bus #16 Jörg Pareigis
- 5. Jörg Pareigis Display – Dora “Sällanresenär” Last trip Wants to know when the next bus is going into town Jörg Pareigis
- 6. Map – Morgan “Super user” Unsure how to reach destination Jörg PareigisJörg Pareigis
- 8. Results Three resource integration activities Identifying Sense-making Using Searching for resources as well as understanding persons or objects in the service environment as resources. The process of giving meaning to and comprehending the resources previously identified. The process of using and integrating resources previously identified and made sense of in various practices. Jörg Pareigis
- 9. A very short ISU episode Identifying Sense-making Using Jörg PareigisJörg Pareigis
- 10. A longer ISU episode I S U Jörg PareigisJörg Pareigis
Editor's Notes
- Lektor i företagsekonomi + forskare vid CTF och SAMOT SAMOT bekannt – CTF också?! Kollektivtrafik - självbetjänning Utgångspunkt för studie – förstå kundupplevelse, hur samskapa resenärer resan, vad gör de?, vilken roll spelar de fysiska miljön Idag: Metod, vilken ”data” får man, resultat
- Förklara metod och vad jag gjorde Tack till Per Echeverri som pionjär med metoden NU – visar jag korta fyra mer eller mindre korta film
- Explain situation Little bit longer sequence Several shorter episodes Human interaction, not main focus
- Explain situation Little bit longer sequence Several shorter episodes Human interaction, not main focus
- Explain situation Little bit longer sequence Several shorter episodes Human interaction, not main focus
- Explain situation Little bit longer sequence Several shorter episodes
- I - Searching for resources as well as understanding persons or objects in the service environment as resources S - The process of giving meaning to and comprehending the resources previously identified U - The process of using and integrating resources previously identified and made sense of in various practices such as navigating or ticket payment
- ISU can be very short Identifying the resource integration activities can be hard Especially true for sense-making, mainly cognitive effort
- Visuell – modell I min avhandling sätter jag detta i en kontext och belyser Förkunskapernas roll – mentala scripts, olika skript typer Påverkan på kundupplevelse, hur man kan mäta upplevelsen Kontextuella faktorer Upplevelse kan k
- Customer experience complex phenomenon -> multiple methods -> observations! Design of physical environment of high importance -> intuitive, meaningful, easy to apprehend for first-time customers -> at all touch points -> all info for all practices