Author： Dörflinger Tim Henke Katja Buchwald Markus
Publisher： Westburn Publishers Ltd
ISSN： 1469-347X
Source： The Marketing Review, Vol.8, Iss.4, 2008-12, pp. : 343-357
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Abstract
This article describes a specific research approach that was developed and implemented at Deutsche Telekom Laboratories (T-Labs), Technische Universität Berlin and two external research agencies. T-Labs are one of the innovation hubs of Deutsche Telekom AG, Europe's largest Telecommunications provider. They focus on developing new technologies and services with a time horizon of 3-5 years to market launch. One of their focus fields are usability issues, intuitive usability in particular, which deals with making products and services easier to operate. However, to understand how products can be optimized to match consumer demands, it is necessary to understand what degree of usability requirements users have. T-Labs use different market segmentation approaches to better classify potential customers, however none of these segmentations address these issues. The goal of the project described herein was to develop an approach of how to measure usability requirements of users, classify them accordingly and develop a taxonomy of “usability user types” that enriches classic market segmentations and fosters consumer-driven product development.
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