Co-creation as a concept and process has been prominent in both marketing and design research over the past ten years. Referring respectively to the active collaboration of firms with their stakeholders in value creation, or to the participation of design users in the design research process, there has arguably been little common discourse between these academic disciplines. This article seeks to redress this deficiency by connecting marketing and design research together—and particularly the concepts of co-creation and co-design—to advance theory and broaden the scope of applied research into the topic. It does this by elaborating the notion of the pop-up store as temporary place of consumer/user engagement, to build common ground for theory and experimentation in terms of allowing marketers insight into what is meaningful to consumers and in terms of facilitating co-design. The article describes two case studies, which outline how this can occur and concludes by proposing principles and an agenda for future marketing/design pop-up research. This is the peer reviewed version of the following article: Overdiek A. & Warnaby G. (2020), "Co-creation and co-design in pop-up stores: the intersection of marketing and design research?", Creativity & Innovation Management, Vol. 29, Issue S1, pp. 63-74, which has been published in final form at https://doi.org/10.1111/caim.12373. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions. LinkedIn: https://nl.linkedin.com/in/overdiek12345
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A commonality in socially-aware persuasive games is the strategy to appeal to empathy, as a means to have players feel and understand the struggles of another. This is particularly evident in the expanding use of immersive technologies, lauded for its ability to have players more literally 'stand in another's shoes'. But despite the growing interest, empathic engagement through immersive technologies is still ill-defined and the design thereof complicated, with questions like "who is the player?" and "with whom does the player empathize?". We contend that a better understanding of the different perspectives to empathic engagement - the observer, partaker, and victim - and the gap between realities can be insightful, and resulted in a framework to support future research and design.
Het Co-Design Canvas is een instrument om samenwerkingen rondom maatschappelijke uitdagingen met verschillende betrokkenen open en transparant te starten, plannen, uitvoeren en evalueren. Het biedt een hulpmiddel aan overheden, burgers, bedrijven, non-profitorganisaties, kennisinstellingen en andere belanghebbenden om helder te kunnen communiceren en samenwerken. Het maakt verschillen in belangen, kennis, ervaring en machtsverhoudingen inzichtelijk, staat vanaf het begin stil bij gewenste positieve impact en concrete resultaten en zorgt ervoor dat ieders stem echt gehoord wordt.
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-Chatbots are being used at an increasing rate, for instance, for simple Q&A conversations, flight reservations, online shopping and news aggregation. However, users expect to be served as effective and reliable as they were with human-based systems and are unforgiving once the system fails to understand them, engage them or show them human empathy. This problem is more prominent when the technology is used in domains such as health care, where empathy and the ability to give emotional support are most essential during interaction with the person. Empathy, however, is a unique human skill, and conversational agents such as chatbots cannot yet express empathy in nuanced ways to account for its complex nature and quality. This project focuses on designing emotionally supportive conversational agents within the mental health domain. We take a user-centered co-creation approach to focus on the mental health problems of sexual assault victims. This group is chosen specifically, because of the high rate of the sexual assault incidents and its lifetime destructive effects on the victim and the fact that although early intervention and treatment is necessary to prevent future mental health problems, these incidents largely go unreported due to the stigma attached to sexual assault. On the other hand, research shows that people feel more comfortable talking to chatbots about intimate topics since they feel no fear of judgment. We think an emotionally supportive and empathic chatbot specifically designed to encourage self-disclosure among sexual assault victims could help those who remain silent in fear of negative evaluation and empower them to process their experience better and take the necessary steps towards treatment early on.
Sociale isolatie wordt gerelateerd aan sterfterisico’s van roken, overgewicht en te hoge bloeddruk en zorgt voor een verhoogde kans op institutionalisering. Door de dubbele vergrijzing en maatschappelijke ontwikkelingen groeit de groep zelfstandig wonende senioren én de druk op de ouderenzorg in Nederland snel. Deze groep senioren heeft, naast een grote kans op één of meerdere chronische aandoeningen, grotere kans op eenzaamheid en sociale isolatie. De huidige coronapandemie vergroot deze sociale kwetsbaarheid. Echter, juist voor deze groep is een informeel netwerk en nabijheid van contacten cruciaal om langer zelfstandig thuis te kunnen wonen. Een lichte vorm van ‘gemeenschap’ en sociale interactie in de buurt is een voorwaarde voor het ontstaan van informele netwerken. Een semipublieke ruimte in de vorm van een dynamische ‘fourth place’, kan deze sociale interactie tussen buurtbewoners, waaronder kwetsbare ouderen, stimuleren en faciliteren. In ‘The Art of Connection’ fungeert de buitenruimte rond CPO Cohousing, gericht op meergeneratiewonen in de vergrijzende wijk Coehoorn te Arnhem, als ‘living lab’. Aansluitend bij de waarden van deze slimme, creatieve wijk, staat de volgende onderzoeksvraag staat centraal: Op welke manier kan een interactieve buitenruimte bijdragen aan het bevorderen van sociale interactie tussen bewoners, waaronder kwetsbare ouderen, in de wijk Coehoorn? In co-creatie met gebruikers en stakeholders wordt, in een iteratief proces, een prototype van een interactieve buitenruimte ontwikkeld. Deze wordt in een pilot geëvalueerd met behulp van big data, gecombineerd met observaties, interviews en expertmeetings. De beoogde resultaten leveren een bijdrage aan extramuralisering van kwetsbare ouderen door het bevorderen van sociale interactie tussen bewoners, en daarmee het versterken van een informele (zorg)netwerken. Door actieve betrokkenheid van buurtbewoners en andere (lokale) stakeholders, gedurende het hele proces, wordt een learning community gevormd, hetgeen de kans op een geslaagde interventie vergroot.
The project proposal focuses on Virtual Humans (VHs) emerging as a Key Enabling Technology (KET) for societal prosperity. VHs (or embodied, digital, intelligent agents) are highly realistic and highly interactive digital representations of humans in entertainment of serious applications. Most known examples – beyond video games and virtual media productions – are virtual influencers, virtual instructors, virtual news readers, and virtual doctors/patients in health care or therapy. It is increasingly difficult for academic and applied researchers, let alone for users and policymakers, to keep up with the technological developments, societal uses, and risks of VHs. Due to its expertise in game technology, immersive media, and applied AI, BUas is one of the leading partners of the regional Virtual Human Research, Development and Innovation (RDI) agenda. MindLabs coordinates this agenda with BUas, Fontys Uas, and Tilburg University as principal partners. The multidisciplinary RDI agenda integrates design and engineering research, use case applications and evaluation as well as ethics and critical societal reflection. This regional Virtual Humans agenda, however, is not (yet) linked to the EU RDI agenda. Collaboration on Virtual Humans RDI is not yet well established in EU institutions and networks. The aim of this project is to 1) strengthen (our) European-knowledge position on VHs by joining and building networks to find out what the research and innovation agenda on VHs looks like; 2) Conduct one or more experimental studies on empathic interaction between real- and virtual humans to develop a multidisciplinary R&D agenda (pilot title: 'Virtual Humans – Real Emotions'); 3) Develop the ideas, content and partnerships for strong EU-funded RDI proposals In the VESPER project, we partner up with researchers and knowledge institutes the Humbolt University and the University of Bremen in Germany and Howest in Belgium.
