O conceito de valor para o consumidor : uma análise sob a óptica da metodologia Laddering

RESUMO: O constructo de customer value é aquele que melhor explica o comportamento do consumidor, uma vez que o seu objectivo é o de entender como os consumidores traduzem os atributos e consequências do uso de um produto em valores pessoais relevantes. A metodologia laddering, que tem como base a teoria das cadeias meios-fim, é um elemento teórico que se considera consistente para estabelecer a relação entre os atributos e os valores do consumidor. Esta dissertação pretende demonstrar a exequibilidade da metodologia laddering em estudos sobre o valor para o consumidor, percebendo quais são as vantagens e limitações do seu uso. É conclusivo que este método, através da construção de cadeias A-C-V, proporciona elementos de estudo que permitem a visualização de hierarquia de valores produzida pelos consumidores, função dos critérios de escolha destes durante e após um processo de compra. A aplicabilidade desta metodologia na perspectiva do valor para o cliente, permite a utilização dos seus resultados num conjunto de áreas específicas do marketing, das quais destacamos a segmentação e análise de mercado, a avaliação do posicionamento de produtos e marcas, a avaliação da publicidade e o desenvolvimento de estratégias de comunicação. ABSTRACT: The customer value construct is the one that best explains the consumer behavior, since its purpose is to understand how consumers translate the attributes and consequences of the use of a product in relevant personal values. The laddering methodology, which is based on the theory of means-end chains, is a theoretical element that is considered consistent for establish the relationship between attributes and consumer values. This thesis attempts to demonstrate the feasibility of the laddering methodology in studies about the value for the consumer, knowing what are the advantages and limitations of its use. It is conclusive that this method, by building chains A-C-V, provides elements of study that allows the visualization of the values hierarchy produced by consumers, according to the criteria of their choice during and after a purchase process. The applicability of this methodology from the perspective of customer value, allows the use of their results in a number of specific areas of marketing, which we emphasize the segmentation and market analysis, evaluation of product and branding positioning, evaluation of advertising and development of communication strategies.

Mobilités numériques. De l'usage à l'expérience utilisateur (UX) du monde.

Résumé La mobilité ne signifie plus uniquement se mouvoir d'un point à un autre ; il s'agit d'un concept lui-même en constante évolution, grâce au progrès technique et à l'innovation sociale notamment. Aujourd'hui, la recherche de la vitesse n'est plus le seul enjeu au coeur de nos préoccupations. Elle a été remplacée par un retour au voyage enrichi par l'expérience et ce quelle que soit sa durée. Cet enrichissement s'est principalement fait par le truchement des technologies de l'information et de la communication et peut prendre plusieurs formes liées aux problématiques contemporaines de la ville et du territoire. Citons comme exemple la valorisation du temps de déplacement, grâce à un meilleur accès à l'information (travail, réseaux sociaux, etc.) et à la recherche d'une plus grande cohérence entre l'acte de se mouvoir et l'environnement proche ou lointain. Cette « recontextualisation » du mouvement nous interpelle dans notre rapport à l'espace et nous donne également des pistes pour repenser le métier d'urbaniste de la ville intelligente. Abstract Mobility issues do not only involve the act of moving nowadays. The concept itself evolves continuously thanks to technological and social innovations. The main stakes do not focus anymore on improving speed, but on enriching the experience of travelling, even in the case of short trips. One of the main factors that fosters this evolution is the progressive adoption of information and communication technologies that help to reshape the issues of contemporary cities. For example, the quality of travel time has improved thanks to the ubiquitous accessibility to information, and by offering a better coherence between the trip and the immediate social environment. The "recontextualisation" of everyday activities (working, interacting, etc.) challenges the relationship individuals have with space and offers many clues in regard to the required skills that urban planners and designers of the smart city should possess.

Anàlisi comparativa d'accessibilitat i UX d'iTunes, Google Music i Amazon Cloud Player

Aquest treball final de carrera consisteix en la realització d'un estudi de la usabilitat i accessibilitat de tres gestors de medis multimèdia: iTunes, Google Music i Amazon Cloud Player. A través d'observacions contextuals, avaluacions heurístiques i tests d'usuaris he realitzat una anàlisi comparativa. Per tal d'esquematitzar tota aquesta informació he confeccionat una taula amb els punts forts i punts febles de cada aplicació per concloure amb la proposta de millores per a cada un dels gestors de medis.

UX Theory - Web Design

This lecture introduces UX theory and focusses on applying this to web based design.

Case study on mobile applications UX: effect of the usage of a crosss-platform development framework

Cross-platform development frameworks for mobile applications promise important advantages in cost cuttings and easy maintenance, posing as a very good option for organizations interested in the design of mobile applications for several platforms. Given that platform conventions are especially important for the User eXperience (UX) of mobile applications, the usage of framework where the same code defines the behavior of the app in different platforms could have negative impact in the UX. The objetive of this study is comparing the cross-platform and the native approach for being able to determine if the selected development approach has any impact on the users in terms of UX. To be able to set a base line under this subject, study on cross-platform frameworks was performed to select the most appropriate one from a UX point of view. In order to achieve the objectives of this work, two development teams have developed two versions of the same application; one using framework that generates Android and iOS versions automatically, and another team developing native versions of the same application. The alternative versions for each platform have been evaluated with 37 users with a combination of a laboratory usability test and a longitudinal study. The results show that differences are minimal in the Android version, but in iOS, even if a reasonable good UX can be obtained with the usage of this framework by an UX-conscious design team, a higher level of UX can be obtained directly developing in native code.

Vista del Valle de Uxó [Material gráfico]

Inscripción en la parte inferior: "A. Parroquia de la Asumpcion B. Parroquia del Angel C. Moncófa"

A case study on cross-platform development frameworks for mobile applications and UX

Cross-platform development frameworks for mobile applications promise important advantages in cost cuttings and easy maintenance, posing as a very good option for organizations interested in the design of mobile applications for several platforms. Given that platform conventions are especially important for the User eXperience (UX) of mobile applications, the usage of a framework where the same code defines the behavior of the app in different platforms could have a negative impact in the UX. This paper describes a study where two independent teams have designed two different versions of a mobile application, one using a framework that generates Android and iOS versions automatically, and another team using native tools. The alternative versions for each platform have been evaluated with 37 users with a combination of a laboratory usability test and a longitudinal study. The results show that differences are minimal in the Android platform, but in iOS, even if a reasonably good UX can be obtained with the usage of this framework by an UX-conscious design team, a higher level of UX can be obtained directly developing with a native tool.

Immediate early gene expression and delayed cell death in limbic areas of the rat brain after kainic acid treatment and recovery in the cold

Systemic injection of kainic acid (KA) results in characteristic behaviors and programmed cell death in some regions of the rat brain. We used KA followed by recovery at 4 degrees C to restrict damage to limbic structures and compared patterns of immediate early gene (IEG) expression and associated DNA binding activity in these damaged areas with that in spared brain regions. Male Wistar rats were injected with BA (12 mg/kg, ip) and kept at 4 degrees C for 5 h. This treatment reduced the severity of behaviors and restricted damage (observed by Nissl staining) to the CA1 and CA3 regions of the hippocampus and an area including the entorhinal cortex. DNA laddering, characteristic of apoptosis, was first evident in the hippocampus and the entorhinal cortex 18 and 22 h after RA, respectively. The pattern of IEG mRNA induction fell into three classes: IEGs that were induced in both damaged and spared areas (c-fos, fos B, jun B, and egr-1), IEGs that were induced specifically in the damaged areas (fra-2 and c-jun), and an IEG that was significantly induced by saline injection and/or the cold treatment (jun D). The pattern of immunoreactivity closely followed that of mRNA expression. Binding to the AP-1 and EGR DNA consensus sequences increased in all three regions studied. This study describes a unique modification of the animal model of ICA-induced neurotoxicity which may prove a useful tool for dissecting the molecular cascade that ultimately results in programmed cell death. (C) 1997 Academic Press.

Inactivation of a c-Myb/estrogen receptor fusion protein in transformed primary cells leads to granulocyte/macrophage differentiation and down regulation of c-kit but not c-myc or cdc2

Primary murine fetal hemopoietic cells were transformed with a fusion protein consisting of the ligand-binding domain of the estrogen receptor and a carboxyl-terminally truncated c-Myb protein (ERMYB), The ERMYB-transformed hemopoietic cells exhibit an immature myeloid phenotype when grown in the presence of beta-estradiol. Upon removal of beta-estradiol, the ERMYB cells display increased adherence, decreased clonogenicity and differentiate to cells exhibiting granulocyte or macrophage morphology, The expression of the c-myc, c-kit, cdc2 and bcl-2 genes, which are putatively regulated by Myb, was investigated in ERMYB cells grown in the presence or absence of beta-estradiol. Neither c-myc nor cdc2 expression was down-regulated after removal of beta-estradiol demonstrating that differentiation is not a consequence of decreased transactivation of these genes by ERMYB. While bcl-2 expression was reduced by 50% in ERMYB cells grown in the absence of beta-estradiol, there was no increase in DNA laddering, suggesting that Myb was not protecting ERMYB cells from apoptosis, In contrast, a substantial (200-fold) decrease in c-kit mRNA level was observed following differentiation of ERMYB cells, and c-kit mRNA could be partially re-induced by the re-addition of beta-estradiol. Furthermore, a reporter construct containing the c-kit promoter was activated when cotransfected with a Myb expression vector, providing further evidence of a role for Myb in the regulation of c-kit.

Conhecendo o "valor do cliente" de um jornal on-line

Com o advento da Internet, uma questão parece peculiar ao marketing: conhecer o comportamento de um "novo" consumidor, o on-line. Uma proposta é o conhecimento do "valor do cliente", que é a percepção do consumidor sobre como atributos de produtos podem propiciar benefícios que o ajudem a atingir suas metas. A teoria de cadeias de meios-fim é a forma de se pensar sistematicamente nessa representação. O método mais amplamente utilizado para atingir as cadeias de meios-fim é o laddering. A pesquisa foi realizada com uma amostra de 78 usuários de um grande jornal on-line. Os principais "valores do cliente" dos usuários do jornal propiciaram conclusões importantes. Foram identificados leitores que se preocupam muito com seus objetivos pessoais, mas que também desejam interagir com os outros e que demonstraram interesse com questões sociais. Com base nisso, implicações gerenciais são discutidas e sugestões para futuras pesquisas são indicadas.

Valores em serviços de policiamento comunitário: o Programa Ronda do Quarteirão sob a ótica da teoria da cadeia de meios e fins

O crescimento da violência, a preocupação mais intensa dos cidadãos pela busca da segurança e as estratégias gerenciais adotadas por organizações privadas contribuíram para que as organizações policiais adotassem um novo modelo de policiamento - "o policiamento comunitário", com foco na parceria entre a sociedade e a polícia para juntos melhorarem a sensação de bem-estar das pessoas. Este artigo tem como objetivo analisar, sob a ótica da teoria da cadeia de meios e fins, a estrutura de valores dos usuários dos serviços de policiamento comunitário: o Ronda do Quarteirão na cidade de Fortaleza (CE), tomando como base a identificação de atributos do serviço percebidos por estes usuários e das relações entre os atributos e suas consequências na utilização do serviço com os valores pessoais dos indivíduos. Utilizou-se a técnica de laddering que permite a construção do mapa hierárquico de valor, evidenciando os elementos que caracterizam o comportamento dos consumidores ao utilizarem tal serviço. Os resultados mostram a preocupação dos usuários dos seviços do Ronda do Quarteirão em atingir o bem-estar que poderá ser adquirido na realização dos valores: amar o que faz, amizade, cidadania, defender a pátria, felicidade, honestidade, satisfação, segurança e sentir-se útil à sociedade.

Terminology and knowledge engineering conference. New frontiers in the constructive symbiosis of terminology and knowledge engineering

To meet the increasing demands of the complex inter-organizational processes and the demand for continuous innovation and internationalization, it is evident that new forms of organisation are being adopted, fostering more intensive collaboration processes and sharing of resources, in what can be called collaborative networks (Camarinha-Matos, 2006:03). Information and knowledge are crucial resources in collaborative networks, being their management fundamental processes to optimize. Knowledge organisation and collaboration systems are thus important instruments for the success of collaborative networks of organisations having been researched in the last decade in the areas of computer science, information science, management sciences, terminology and linguistics. Nevertheless, research in this area didn’t give much attention to multilingual contexts of collaboration, which pose specific and challenging problems. It is then clear that access to and representation of knowledge will happen more and more on a multilingual setting which implies the overcoming of difficulties inherent to the presence of multiple languages, through the use of processes like localization of ontologies. Although localization, like other processes that involve multilingualism, is a rather well-developed practice and its methodologies and tools fruitfully employed by the language industry in the development and adaptation of multilingual content, it has not yet been sufficiently explored as an element of support to the development of knowledge representations - in particular ontologies - expressed in more than one language. Multilingual knowledge representation is then an open research area calling for cross-contributions from knowledge engineering, terminology, ontology engineering, cognitive sciences, computational linguistics, natural language processing, and management sciences. This workshop joined researchers interested in multilingual knowledge representation, in a multidisciplinary environment to debate the possibilities of cross-fertilization between knowledge engineering, terminology, ontology engineering, cognitive sciences, computational linguistics, natural language processing, and management sciences applied to contexts where multilingualism continuously creates new and demanding challenges to current knowledge representation methods and techniques. In this workshop six papers dealing with different approaches to multilingual knowledge representation are presented, most of them describing tools, approaches and results obtained in the development of ongoing projects. In the first case, Andrés Domínguez Burgos, Koen Kerremansa and Rita Temmerman present a software module that is part of a workbench for terminological and ontological mining, Termontospider, a wiki crawler that aims at optimally traverse Wikipedia in search of domainspecific texts for extracting terminological and ontological information. The crawler is part of a tool suite for automatically developing multilingual termontological databases, i.e. ontologicallyunderpinned multilingual terminological databases. In this paper the authors describe the basic principles behind the crawler and summarized the research setting in which the tool is currently tested. In the second paper, Fumiko Kano presents a work comparing four feature-based similarity measures derived from cognitive sciences. The purpose of the comparative analysis presented by the author is to verify the potentially most effective model that can be applied for mapping independent ontologies in a culturally influenced domain. For that, datasets based on standardized pre-defined feature dimensions and values, which are obtainable from the UNESCO Institute for Statistics (UIS) have been used for the comparative analysis of the similarity measures. The purpose of the comparison is to verify the similarity measures based on the objectively developed datasets. According to the author the results demonstrate that the Bayesian Model of Generalization provides for the most effective cognitive model for identifying the most similar corresponding concepts existing for a targeted socio-cultural community. In another presentation, Thierry Declerck, Hans-Ulrich Krieger and Dagmar Gromann present an ongoing work and propose an approach to automatic extraction of information from multilingual financial Web resources, to provide candidate terms for building ontology elements or instances of ontology concepts. The authors present a complementary approach to the direct localization/translation of ontology labels, by acquiring terminologies through the access and harvesting of multilingual Web presences of structured information providers in the field of finance, leading to both the detection of candidate terms in various multilingual sources in the financial domain that can be used not only as labels of ontology classes and properties but also for the possible generation of (multilingual) domain ontologies themselves. In the next paper, Manuel Silva, António Lucas Soares and Rute Costa claim that despite the availability of tools, resources and techniques aimed at the construction of ontological artifacts, developing a shared conceptualization of a given reality still raises questions about the principles and methods that support the initial phases of conceptualization. These questions become, according to the authors, more complex when the conceptualization occurs in a multilingual setting. To tackle these issues the authors present a collaborative platform – conceptME - where terminological and knowledge representation processes support domain experts throughout a conceptualization framework, allowing the inclusion of multilingual data as a way to promote knowledge sharing and enhance conceptualization and support a multilingual ontology specification. In another presentation Frieda Steurs and Hendrik J. Kockaert present us TermWise, a large project dealing with legal terminology and phraseology for the Belgian public services, i.e. the translation office of the ministry of justice, a project which aims at developing an advanced tool including expert knowledge in the algorithms that extract specialized language from textual data (legal documents) and whose outcome is a knowledge database including Dutch/French equivalents for legal concepts, enriched with the phraseology related to the terms under discussion. Finally, Deborah Grbac, Luca Losito, Andrea Sada and Paolo Sirito report on the preliminary results of a pilot project currently ongoing at UCSC Central Library, where they propose to adapt to subject librarians, employed in large and multilingual Academic Institutions, the model used by translators working within European Union Institutions. The authors are using User Experience (UX) Analysis in order to provide subject librarians with a visual support, by means of “ontology tables” depicting conceptual linking and connections of words with concepts presented according to their semantic and linguistic meaning. The organizers hope that the selection of papers presented here will be of interest to a broad audience, and will be a starting point for further discussion and cooperation.

Energy Harvesting for Autonomous Underwater Vehicles

In this study, energy production for autonomous underwater vehicles is investigated. This project is part of a bigger project called TURTLE. The autonomous vehicles perform oceanic researches at seabed for which they are intended to be kept operational underwater for several months. In order to ful l a long-term underwater condition, powerful batteries are combined with \micro- scale" energy production on the spot. This work tends to develop a system that generates power up to a maximum of 30 W. Latter energy harvesting structure consists basically of a turbine combined with a generator and low-power electronics to adjust the achieved voltage to a required battery charger voltage. Every component is examined separately hence an optimum can be de ned for all, and subsequently also an overall optimum. Di erent design parameters as e.g. number of blades, solidity ratio and cross-section area are compared for di erent turbines, in order to see what is the most feasible type. Further, a generator is chosen by studying how ux distributions might be adjusted to low velocities, and how cogging torque can be excluded by adapted designs. Low-power electronics are con gured in order to convert and stabilize heavily varying three-phase voltages to a constant, recti ed voltage which is usable for battery storage. Clearly, di erent component parameters as maximum power and torque are matched here to increase the overall power generation. Furthermore an overall maximum power is set up for achieving a maximum power ow at load side. Due to among others typical low velocities of about 0.1 to 0.5 m/s, and constructing limits of the prototype, the vast range of components is restricted to only a few that could be used. Hence, a helical turbine is combined in a direct drive mode to a coreless-stator axial- ux permanent-magnet generator, from which the output voltage is adjusted subsequently by a recti er, impedance matching unit, upconverter circuit and an overall control unit to regulate di erent component parameters. All these electronics are combined in a closed-loop design to involve positive feedback signals. Furthermore a theoretical con guration for the TURTLE vehicle is described in this work and a solution is proposed that might be implemented, for which several design tests are performable in a future study.