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PhD Thesis - Avatar-Based Innovation

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Thomas Kohler
Thomas Kohler

This document discusses using virtual worlds to create compelling experiences for open innovation and co-creation. It proposes that integrating virtual worlds with open innovation can create "avatar-based innovation". The research aims to understand what creates a compelling co-innovation experience in virtual worlds. Expert interviews and focus groups will identify core elements. A practical project will then harness this approach by using a virtual world to generate ideas for real products from Philips and KTM.

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Avatar-Based Innovation Creating a Compelling Experience Thomas Kohler University of Innsbruck :: Department of Strategic Management, Marketing and Tourism
Background and Problem Definition 1 2 3 4
Virtual Worlds Computer-generated physical space Represented graphically in three dimensions Experienced by many people at once
Avatar Virtual representation Appearance - Looks Clothing Accessoires
Research Topic Virtual Worlds + Open Innovation = Avatar-Based Innovation
Open Innovation From Closed to Open Innovation Chesbrough Customer-Active-Paradigm von Hippel Virtual Customer Integration Reichwald/Piller
Opportunities Avatar Based Innovation Integrating Open Innovation Real-time Media Richness Interactive collaboration Virtual Worlds User-Generated Content Native creativity Playful environment Freedom to experiment
Dissolving Boundaries They could use their virtual-world sensibility to design products with real-world potential (Hemp, 2006)
Pathfinding Companies Alcatel innovation competiton Steelcase chair designs Philips co-creation design Aloft testing the virtual hotel
The Problem < Participation
Research Question and Research Design 1 2 3 4
WHAT CREATES A COMPELLING CO-INNOVATION EXPERIENCE WITHIN VIRTUAL WORLDS
COMP CO-INNO EXPER ELLING VATION IENCE Virtual Worlds Open Innovation
Literature Study - Theoretical insights Flow, Optimal experience Intrinsic motivation Creativity Gaming Web design
Research Design context process users Expert Interviews Compelling co-innovation process Participant Interviews and Observation Compelling co-innovation in virtual worlds Focus Groups Compelling virtual world place
Focus Groups Identifying core elements of a compelling SL place + Role of interactivity Experienced Second Life residents
Expert Interviews Antecedents and Consequences of a compelling co- innovation process Academics from the field of Open Innovation Confrontation with focus group results Key Questions - Meeting user motivations - Designing innovation tasks - Increasing interactivity
Practical Project Using virtual worlds for real world innovation Harnessing the power of avatar-based innovation Receiving creative input during the stage of ideation User-driven idea generation and evaluation Capturing customer requirements Understanding customers unmet needs Creating a compelling co-innovation experience Motivating and engaging avatars Playful, social, and usable interaction
Approach Idea Submission box vs. Compelling Co-Innovation Process
Philips Design Sustainable living in the year 2020
KTM Motorbike experience of the future
Preliminary Results and Contributions 1 2 3 4
Results Usability Challenge Connectivity Desirability Usefulness Interactivity Recognition
Contributions New approach to interactive new product development Insights into development of co-innovation platforms Understanding factors of an engaging virtual world inititative
Publications F端ller J./Kohler T./Matzler K./Stieger D.: Online-Games als neue Form der Marktforschung, in: Harvard Business Manager (forthcoming) Kohler T. /Matzler K./F端ller J.: Avatar-Based Innovation: Using Virtual Worlds for Real World Innovation, paper to be presented at the 15th International Product Development Management Conference, Hamburg, Germany June 29 July 1, 2008 Kohler T./F端ller J./Matzler K.: Preconditions of Avatar-Based Innovation: Creating a Compelling Experience, paper presented at the conference: When Media Environments Become Real, Bern, Switzerland, February 4-6, 2008 Grohsmann M./Kohler T./Leitner A./Luedicke M.K.: Der ui2campus die Universit辰t Innsbruck in Second Life, paper to be presented at Educational Innovation and Web Technologies, Salzburg, Austria, June 2-3, 2008
Open Questions 1 2 3 4
Participant interviews and observation Goals Generate insights on users co-innovation experience Understanding elements of a compelling co-innovation experience Approach - Following participants along the process and let them epress their experiences; or - Semi-structured interview at the end of the process Observation Hard Facts (eg. total visitors, time spent, returning visitors, heat map, number of idea submissions, number of votings and coments)
Discussion

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PhD Thesis - Avatar-Based Innovation

  • 1. Avatar-Based Innovation Creating a Compelling Experience Thomas Kohler University of Innsbruck :: Department of Strategic Management, Marketing and Tourism
  • 2. Background and Problem Definition 1 2 3 4
  • 3. Virtual Worlds Computer-generated physical space Represented graphically in three dimensions Experienced by many people at once
  • 4. Avatar Virtual representation Appearance - Looks Clothing Accessoires
  • 5. Research Topic Virtual Worlds + Open Innovation = Avatar-Based Innovation
  • 6. Open Innovation From Closed to Open Innovation Chesbrough Customer-Active-Paradigm von Hippel Virtual Customer Integration Reichwald/Piller
  • 7. Opportunities Avatar Based Innovation Integrating Open Innovation Real-time Media Richness Interactive collaboration Virtual Worlds User-Generated Content Native creativity Playful environment Freedom to experiment
  • 8. Dissolving Boundaries They could use their virtual-world sensibility to design products with real-world potential (Hemp, 2006)
  • 9. Pathfinding Companies Alcatel innovation competiton Steelcase chair designs Philips co-creation design Aloft testing the virtual hotel
  • 10. The Problem < Participation
  • 11. Research Question and Research Design 1 2 3 4
  • 12. WHAT CREATES A COMPELLING CO-INNOVATION EXPERIENCE WITHIN VIRTUAL WORLDS
  • 13. COMP CO-INNO EXPER ELLING VATION IENCE Virtual Worlds Open Innovation
  • 14. Literature Study - Theoretical insights Flow, Optimal experience Intrinsic motivation Creativity Gaming Web design
  • 15. Research Design context process users Expert Interviews Compelling co-innovation process Participant Interviews and Observation Compelling co-innovation in virtual worlds Focus Groups Compelling virtual world place
  • 16. Focus Groups Identifying core elements of a compelling SL place + Role of interactivity Experienced Second Life residents
  • 17. Expert Interviews Antecedents and Consequences of a compelling co- innovation process Academics from the field of Open Innovation Confrontation with focus group results Key Questions - Meeting user motivations - Designing innovation tasks - Increasing interactivity
  • 18. Practical Project Using virtual worlds for real world innovation Harnessing the power of avatar-based innovation Receiving creative input during the stage of ideation User-driven idea generation and evaluation Capturing customer requirements Understanding customers unmet needs Creating a compelling co-innovation experience Motivating and engaging avatars Playful, social, and usable interaction
  • 19. Approach Idea Submission box vs. Compelling Co-Innovation Process
  • 20. Philips Design Sustainable living in the year 2020
  • 21. KTM Motorbike experience of the future
  • 22. Preliminary Results and Contributions 1 2 3 4
  • 23. Results Usability Challenge Connectivity Desirability Usefulness Interactivity Recognition
  • 24. Contributions New approach to interactive new product development Insights into development of co-innovation platforms Understanding factors of an engaging virtual world inititative
  • 25. Publications F端ller J./Kohler T./Matzler K./Stieger D.: Online-Games als neue Form der Marktforschung, in: Harvard Business Manager (forthcoming) Kohler T. /Matzler K./F端ller J.: Avatar-Based Innovation: Using Virtual Worlds for Real World Innovation, paper to be presented at the 15th International Product Development Management Conference, Hamburg, Germany June 29 July 1, 2008 Kohler T./F端ller J./Matzler K.: Preconditions of Avatar-Based Innovation: Creating a Compelling Experience, paper presented at the conference: When Media Environments Become Real, Bern, Switzerland, February 4-6, 2008 Grohsmann M./Kohler T./Leitner A./Luedicke M.K.: Der ui2campus die Universit辰t Innsbruck in Second Life, paper to be presented at Educational Innovation and Web Technologies, Salzburg, Austria, June 2-3, 2008
  • 27. Participant interviews and observation Goals Generate insights on users co-innovation experience Understanding elements of a compelling co-innovation experience Approach - Following participants along the process and let them epress their experiences; or - Semi-structured interview at the end of the process Observation Hard Facts (eg. total visitors, time spent, returning visitors, heat map, number of idea submissions, number of votings and coments)

Editor's Notes

  1. Welcome to my presentation and I really appreciate the opportunity to present my research in front of such an expert audience. My name is thomas kohler and I am currently a phd candidate at the university of innsbruck in Austria. Part of my research fits well into the context of this conference theme, part of it only indirectly, but I will try to focus on that part. What I would like to discuss with you today is the question of how companies have to design their virtual world sites in order to create a compelling experience for their users. There are a number of media characteristics that, I believe play a crucial for understanding the factors that constitue a compelling experience. Before diving in to these factors and sharing the results of the conducted research, I will give you some brief background information about my research topic in order to understand the research context.