Design-led future forecasting model for mobile communications A thesis submitted for the degree of Doctor of Philosophy By Rafael Freixieiro Gomes de Mello - Part 2/2 - College of Engineering, Design and Physical Sciences Brunel University July 2016 ii Table of Contents Appendix ............................................................................................................ 1 1.1 Exploratory interviews: questionnaires and transcriptions ........................... 1 1.1.1 Interviewee 1 - Questionnaire and interview ......................................... 3 1.1.2 Interviewee 2 - Questionnaire and interview ....................................... 15 1.1.3 Interviewee 3 - Questionnaire and interview ....................................... 31 1.1.4 Interviewee 4 - Questionnaire and interview ....................................... 44 1.1.5 Interviewees 5 and 6 - Questionnaire and interviews........................... 58 1.1.6 Interviewee 7 - Questionnaire and interview ....................................... 79 1.1.7 Interviewee 8 - Questionnaire and interview ....................................... 94 1.1.8 Interviewee 9 - Questionnaire and interview ....................................... 99 1.1.9 Interviewee 10 - Questionnaire and interview ................................... 114 1.2 Model evaluation interviews: questionnaires and transcriptions .............. 125 1.2.1 Standard questionnaire for expert model evaluation .......................... 127 1.2.2 Interviewee 11 - Interview transcription ........................................... 127 1.2.3 Interviewee 12 - Interview transcription ........................................... 138 1.2.4 Interviewee 13 - Interview transcription ........................................... 140 1.2.5 Interviewee 14 - Interview transcription ........................................... 151 1.2.6 Interviewee 15 - Interview transcription ........................................... 170 1.2.7 Interviewee 16 - Interview transcription ........................................... 183 1.2.8 Interviewee 17 - Interview transcription ........................................... 198 1.2.9 Interviewee 18 - Interview transcription ........................................... 222 1.2.10 Interviewee 18 - Interview transcription......................................... 240 1.3 Model evaluation workshop: questionnaire and transcriptions ................. 252 1.3.1 Standard questionnaire for model evaluation (group interviews) ....... 253 1.3.2 Group ‘A’ interview transcriptions (model evaluation) ..................... 254 1.3.3 Group ‘B’ interview transcriptions (model evaluation) ..................... 259 1.4 Case study interviews ............................................................................. 270 1.4.1 Expert interview (Philips) - Questionnaire and interview .................. 270 1.4.2 Expert interview (Samsung) - Questionnaire and interview ............... 274 iii 1.5 Analysis process ..................................................................................... 277 1.5.1 Analysis steps ................................................................................... 277 1.5.2 Final Clusters ................................................................................... 280 List of Figures Appendix Figure 1.1 - NVIVO interface displaying interviews transcriptions labels (names of interviewees and firms were hidden due to commercial sensitiveness’s) ........................................................... 277 Figure 1.2 - NVIVO interface showing highlighted abstractions from an interview conducted in the first round of model evaluation (name of the interviewee cannot be disclosed) .............................. 278 Figure 1.3 - NVIVO interface showing an abstraction coded under the ‘Design Research’ label. This fragment derives from an interview conducted during the second round of model evaluation .......................................................................... 279 Figure 1.4 - Examples of notes taken by the researcher (‘analogic review’) after the analysis process conducted using NVIVO software. Printouts displaying the abstracts coded from first and second round of model evaluations (left and right, respectively) .............. 280 Figure 5.1 - Major theoretical cluster - Wireless industry (Business) ................ 281 Figure 5.2 - Major theoretical cluster - Trends (in wireless industry) ................ 282 Figure 5.3 - Major theoretical cluster - Design ................................................. 283 Figure 5.4 (top) - Major theoretical cluster - Research (Top - Part 1) ................ 284 Figure 5.5 (bottom) - Major theoretical cluster - Research (Bottom - Part 2) .... 285 Figure 5.6 - Major theoretical cluster - Users .................................................. 286 Figure 5.7 - Major theoretical cluster - Technology ......................................... 286 Figure 5.8 - Major theoretical cluster - Innovation ........................................... 287 Figure 1.5 Major theoretical cluster - Questions ............................................... 287 Figure 1.6 (top) Major theoretical cluster - Content (Top - part 1) .................. 288 iv Figure 1.7 (bottom) Major theoretical cluster - Content (Bottom - part 2) ........ 289 Figure 1.8 - Major theoretical cluster - Visual elements ................................... 290 Figure 1.9 - Major theoretical cluster - Questions ............................................ 291 Figure 1.10 (top) Major theoretical cluster - Content (Top - part 1) ................ 292 Figure 1.11 (bottom) Major theoretical cluster - Content (Bottom - part 2) ...... 293 Figure 1.12 - Major theoretical cluster - Visual elements ................................. 294 Figure 1.13 - (top) Major theoretical cluster - Model (Top - part 1) ................. 295 Figure 1.14 - (bottom) Major theoretical cluster - Content (Bottom - part 2) .... 296 List of Tables Appendix Table 4.2 - Chart exhibiting the profiles of the experts interviewed ...................... 2 Table 7.2 - Profiles of the professionals interviewed (draft 01 evaluation) ........ 126 Table 7.3 - Profiles of the professionals interviewed (draft 02 evaluation) ........ 126 Table 7.4 - Profiles of participants – Group ‘A’................................................ 253 Table 7.5 - Profiles of participants – Group ‘B’ ................................................ 253 1 Appendix 1.1 Exploratory interviews: questionnaires and transcriptions This section displays the questionnaires submitted to the interviewees during the data collection stage of this study as well as the transcriptions of these exploratory interviews’. Before introducing them, it is important to highlight two key points. Firstly, to maximize the process and gather relevant inputs from the approached experts, each questionnaire was tailored to fit their background, experience and roles in their business. As the interviewees presented a heterogeneous training and work experience, a standardized set of questions probably would not capture the most accurate information required for this research. Next, due commercial sensitiveness’s/non-disclosure agreements the names of interviewed experts, their positions/roles and names of firms that they work for were removed from the transcripts presented in this section. In the next pages, the chart exhibiting the profiles of the experts approached will be displayed (reproduction of Table 4.2, Chapter 4 - Methodology) followed by each applied questionnaire and the related interview transcription. 2 Table 4.2 - Chart exhibiting the profiles of the professionals interviewed. Proficiency Interviewee profile Remarks Design director • Founder and director of his own design consultancy company. • Interviewee (1) • Design director of an international design consultancy firm. • Face-to-face • Holds a PhD degree in design from a world class British University. interview Head of user • 10 years of working experiences as interaction and UX designer. • Interviewee (2) experience • Former creative director of a major British television channel. • Face-to-face • Head of user experience at British design agency. interview Senior lecturer • Senior Lecturer (Information systems) of a leading British University • Interviewee (3) • Holds a PhD degree founded by a major British telecom company. • Face-to-face • Worked in several projects supported by wireless companies. interview Design • Over 10 years of working experience with different lines of consumer • Interviewee (4) manager electronics products • Face-to-face • Design manager for European market of a global electronic firm. interview • Coordinates a multidisciplinary team of professionals (including designers) from different areas of expertise. Vice president • Over 10 years of working experience with mobile communications. • Interviewee (5) of brand • Works across different departments to create consistent product and • Face-to-face experience brand experience through numberless consumers’ touch points. interview • Coordinates multidisciplinary teams (including designers) Head of • Head of research of a global mobile telecommunications company. • Interviewee (6) research • Solid design research experience (qualitative and quantitative tools) • Face-to-face • Work alongside with distinct research departments and interview multidisciplinary teams. Head of • More than 10 years of working experience with design research. • Interviewee (7) research • Head of research and associate director of a world