1. Session 11 15 November 2005 Peter Olaf Looms Tine Sørensen
Project Management and Production of Digital Content PDI E2005 Room 4A.16
Session 11
15 November 2005
Peter Olaf Looms
Tine Sørensen

2. Today’s programme - Validating Projects
17:00-18:00
18:00-18:10
18:10-19:00
19:00 -19:10
19:10-21:00
lecture on approaches for validating new media projects - the case of ROFL
Break
lecture on Qualitative and Quantitative Methods for validating new media projects
Feedback on Course Evaluation
Criteria for evaluating the two cases
Case 2; group work (planning)
Evaluation of session 11; introduction to session 12

3. Contents of the lecture
We will take a closer look at:
ROFL, a concrete project involving digital TV, the Web and mobile - see PDI_E2005_11a.ppt
Qualitative and quantitative approaches
Quick and dirty versus expensive approaches
“Do it yourself” or “Hire a specialist”
Review of qualitative methods including:
Segmentation models
Radar tools for prioritisation
Focus group
In-depth interview
Heuristics
User scenario with mock-up
Observation - dummy in laboratory
Eye-tracking and galvanic response with dummy
Ethnography
Video ethnography

4. Contents of the lecture (continued)
We will take a closer look at:
Quantitative methods including:
Surveys
Log file analysis
A useful article for this session is enclosed on the site:
Handout_1: Lekakos, Georgios et al. Information Systems in the Living Room: A Case Study of Personalized Interactive TV Design *
There is also a summary of qualitative methods on the site:
Handout_2

5. Too much for one night! Market issues Market analysis Internal issues
Market Strategy
Options
Omverdens-model
SOR-model
Maslows behovsmodel
Købemotiver/ Købstyper/ klasser
Købsadfærd
Beslutningsproces/ Buy-grid- modellen
Opinionsledere
Porter’s 5 forces
Konkurrenceformer
Priskrydselasticitet
Konkurrent- analyse
Konkurrentreaktion
Markedsanalysens arbejdsproces
Markedsanalyse - typer og metoder
Indsamling af primære og sekundære data
Analyse – og præsentation af resultater
Værdikæde- analyse
SWOT-analyse
Ide og mål-fastsættelse
Generisk strategi
Konkurrence-mæssig position
Eksportmotiver
Eksport-beredskab 
Segmentering og valg af målgruppe
Valg af positionerings- strategi
Vurdering og valg af eksportmarked
Handlings- parametrenes egenskaber og sammenhænge
Lovreguleringer
PLC-kurven og valg af parametermiks
Internettets  muligheder
Product• Price• Prisstrategi
Prisdifferentiering
Place
Distributionsstrategi
Promotion
Push-pull strategi
Too much
for one night!
Source: Undervisningsministeriet

6. Project management and validation - asking the right questions at the right time
What product is required?
Is there market potential?
Who is the potential audience?
What is the competition?
Resources
brief pitch dummy format product launch
The needs and motives of the target group?
Is there a unique selling proposition?
What are our goals and success criteria?
What demands do we need
to make of the product?
Product development Production Operation
How do we market our product - channels?
Optimal outreach to our target audience?
What do we need in our marketing campaign?
Time

7. Product life cycle Users Time Critical Mass Late majority
Early majority
Laggards
Early
Adopters
Innovators
Time
Launch
Growth
Maturity
Decline
Critical Mass
Jørgen H.K. Jepsen Afsætningsøkonomisk modelsamling : Produktlivscyklus

8. Example of radar tool for early validation

9. New Markets - how do we spot new trends?
Figure 36 Summary of forecasts: Feb 2001
DAB
GSM telefoni
PC med Internet adgang
Digital TV/STB
2. generations spillekonsoller
WAP over GPRS/EDGE terminal
Oversigten viser hvornår de enkelte platforme går fra en begrænset udbredelse (2 - 19% - early adopters - grøn) og videre til early majority ( % - gul) hvorefter de må betragtes som central for public service (rød) indtil platformen går tilbag (brun) for til sidst at udgå (lyseblå).
I den kommende tid ( ) bør DR forholde sig til:
DAB
Enhanced digitalt tv (MHP på digitalt terrestrisk TV)
2. generations TTV på MHP platforme og en samordnet satsning på 1. og 2. generations TTV
Mobil internet - WAP over GPRS/EDGE og UMTS
Desuden bør man også forholde sig til:
Mobil internet på PDA
Video On Demand via bredbånd til TV-apparater
eTV, iTV og Video On Demand på Personal Video Recorders, PVR
DR kan overveje at supplere 2. generations TTV på MHP platforme med at samsende de samme digitale data på analogt TV i den såkaldte Vertical Blanking Interval (VBI)
Endelig må man holde øje med udviklingen inden for den nuværende og næst generations videospil konsoller, som kunne ændre profil i den kommende tid.
2. generations TTV
PDA med Internet adgang
Digital video Recorder, PVR ELLER Video On Demand via bredbånd
WAP over UMTS terminal
Kilder: Arbejdsgruppens skøn baseret på en vurdering af primære kilder

10. Project Manager’s Toolkit - Validation
Qualitative Tools
Focus group
In-depth interview
Heuristics
User scenario with mock-up
Observation - dummy in laboratory
Eye-tracking and galvanic response with dummy
Ethnography
Video ethnography
Quantitative Tools
Radar tools for prioritisation of early ideas
Surveys
Log file analysis

12. Media, services, platforms and devicesTV
Increase in supply of media
Increase in the number of delivery platforms and devices
Limited overall increase in mediia cnsumption (hours per week)
Small increase in media consumption (kroner/year)
Text TV
Mobile
VCR
Internet
DVD
Broadband
Video console
Digital TV
Sources: Gallup Annual Survey,
Gallup Index Danmark og Danmarks Statistik

13. 2. Quantitative research
Interviews (OFTEL study)

14. Use Cases: examples of real-world application
From DR and R&D project called CONTESSA

15. Validation methods - what do we need?
Proof of Concept - the format is valid and has perceived added value for the user
Proof of Concept - the format is valid and meets client’s requirements
Content OK
Navigation and interaction design OK

16. System architecture of CONTESSA
Service Maker

17. Heuristics (Jakob Nielsen et al)
Jacob Nielsen (2005)
Bruce Tognazzini (2003)

18. Use cases for validating systems: CONTESSA 1

19. CONTESSA 2

20. CONTESSA 3

21. CONTESSA 4

22. CONTESSA 5

23. CONTESSA 6

24. CONTESSA 7

25. CONTESSA 8

26. CONTESSA 9

27. Use cases to define Master Control and Continuity at DR (TV, radio, Web and others)

28. Use cases to define Master Control and Continuity at DR (TV, radio, Web and others)

29. Use cases to define Master Control and Continuity at DR (TV, radio, Web and others)

32. Tidlig version af DR Ekstra
Video demo of DR’s Digital Text (intern pitch)
Director dummy for at teste navigationen

37. Demos using PowerPoint
Strengths:
Fast ,easy and cheap
Good to get initial reactions to interaction design
Good for initial testing of content
Initial indication as to whether the eTV / iTV format will be a success
Weaknesses:
Not suitable where the context of the application is important
Not suitable for interactive programming where timing and synchronisation in relation to video content is critical

38. Demos - Director and Flash

39. Demos - Director and Flash
Strengths:
Good at simulating eTV and iTV programming and services
Suitable for time-based applications where the interactivity is synchronised with video
Can use a remote control
Suitable for testing and validating interaction design
Valid basis to assess user added-value
Weaknesses:
Takes a few man-days to produce
Risk of simulating something that cannot be implemented on one or more of the digital television platforms(APIs)

40. Discussion of qualitative validation methods
Heuristic evaluation
Performance measures
Thinking aloud
Observation(includes ethnographical and contextual enquiry)
Questionnaires and diaries
Interviews
Focus groups
Logging actual use
User feedback after the event

41. Activity: when to use the various tools?√ √ √ √ √ √ √ √ √ √ √ √

42. Need for specialist help; quick and cheap or...

43. Segmentation models

44. = ? = ? Mobile devices SMS’erne Intensive techbrugere Basics
Active
Users
28%
10%
SMS’erne
Intensive techbrugere
Advanced
Phone
Simple
phone
22%
40%
Basics
Tech ignoranterne
= ?
= ?
Passive
Users
Kilde: Gallup Telecom Index 3 kvt 2004
Base: Har personligt mobiltelefon

45. Youth: Leaders ”Police” Followers Role models /Group hierarchies
Trendsetters
Advisors
”Police”
Followers

46. Intensive users Recreative users Impatient users Occasional users
INTERNET SEGMENTS
Heavy users
More than 1 hour/day on weekdays
Intensive
users
31 % of users
55% men
31% er 15-30
Recreative
users
10 % of users
58% men
27% are 15-30
”I’ve got better things to do with my time than the Internet”
Agree with the statement:
Half-hearted
I’ve got better things to do with my time than the Internet””
Disagree wit the statement:
Dedicated
Impatient
users
28 % of users
41% men
21% are 15-30
Occasional
users
30 % of users
41% men
18% are 15-30
Light users
Less than 1 hour/day on weekdays
Kilde: NetBehaviour –
månedligt snit af jan-sept 2004

47. Storforbrugere Pragmatiske Engagerede Lavforbrugere
Bruger nettet > 1 time
på en alm. hverdag
Videnskab
+ IT DR
netradio
Kultur
DR2 P3
DR 1
DR musik
SKUM
dr.dk
Forbrug
Pragmatiske
Enige i at
”jeg har bedre ting at bruge
min tid på end internettet”
Engagerede
Uenige i at
”jeg har bedre ting at bruge
min tid på end internettet” P1
DR Spil P4 P2
Lavforbrugere
Bruger nettet < 1 time
på en alm. hverdag
Kilde: NetBehaviour – månedligt snit af jan-sept 2004

49. Interactive media account for a small proportion of media consumption
Kilde: Gallup Mediedagen 2004 (18-50 år)
Base: totalaktivitet

50. Media are part of the ”Time Business”

52. Det tværmedielle døgn: OL i Athen
Hvordan finder han ud af,
hvad han vil i dag? Inspiration
Hvornår bruger han DRs tilbud? Døgnrytme
Hvilke medier bruger han?
medier på tværs
kl kl kl kl. 24
Tilgængelighed
Deltagelse
Værdier:
Det er bedre fordi
DR er altid der, hvor det sker...
Jeg kan følge med samtidig med at jeg gør noget andet...
Det er sjovere fordi jeg kan lege eller gætte samtidig med at jeg ser tv
Jeg får hurtigt overblik...
Man går i dybden...
Man er først med resultaterne
Man leverer mere end de andre
Modtager SMS
Modtager
Lytter til radio (FM)
Følger med på iTV
Finder resultater på TTV
Ser dansk medaljehåb i TV
Lytter til rapportage fra stadion (Web streaming)
Hjælp til at bruge vores samlede tilbud

53. Role models / Archetypes

54. To be continued...