在商展上活用Persona探索互動產品之使用者需求

Using Persona at A Trade Show to Explore Users’ Needs of Interactive Products

劉麗萍(Lee-Ping Liu)

指導教授 ： 王鴻祥

國立臺北科技大學/設計學院/創新設計研究所/碩士(2009年)

摘要

商展提供企業一個探索潛在消費者需求的最佳機會，除了參展本身通常兼負多重的經營任務之外，展場的種種限制條件也使得許多企業無暇藉此機會有效調查使用者需求。本研究嘗試以觸控螢幕廠商K公司 2008年的「台北國際電腦展」參展活動為調查場域，先以內容分析法分析參與式觀察結果與半結構訪談資料，歸納參觀者對觸控產品的使用經驗；然後透過 Persona 方法剖析使用者角色類型與產品使用需求模式。結果發現代表「電阻式桌上型電腦/筆記型電腦」 (Add on touch )、「紅外線」( Optic touch ) 與「光學雷射大尺寸螢幕」(View Touch) 三大類觸控產品的使用者原型分別為研發者、市場探索者及老闆，且各有不同的產品需求。最後，本研究分享企業如何在商展上活用Persona與參展者快速溝通和探索使用者的產品需求的心得與建議。

關鍵字

Persona ； 商展 ； 互動產品

並列摘要

Trade shows provide one of the best opportunities for companies to explore the potential consumers’ needs. However, that a company presents at trade shows usually involves multiple business tasks and many constraints on inquiring users’ needs at that occasions. To reduce the difficulty, a simple but useful method is desired. This thesis is based on a field survey on users’ experiences from K company’s participation in Computex Taipei 2008. The users’ experiences obtained through participant observation and semi-structured interviews with the visitors were summarized by means of content analysis. Furthermore, Persona was employed to identity the role patterns of users versus users’ needs of products. The users’ behaviors and preferences can be divided into three categories of interactive products, including resistive Add on, IR, and VT, while the archetypes of users can be classified into three roles： R&D, market explorer, and the boss (business owner/top management). These three Personas respectively indicate the users’ needs for the three interactive products. Eventually，how to practice Persona at trade shows and efficiently communicate with visitors as well as to explore their needs in products is discussed.

並列關鍵字

Persona ； trade show ； interactive product

參考文獻

[8] 拓墣產業研究所觸控螢幕產業，台北市：拓墣，2007。

[12] Bettina von Stamm 著，王鴻祥譯，創新.設計與

[19] Bello, Daniel C. and Hiram C. , Barksdale,“Exporting at Industrial Trade Shows.” Industrial Marketing Management ,1986 ,pp.197-206.

[21] Belizzi, Joseph A. and Delilah J. Lipps , “Managerial Guide lines for Trade Show Effectiveness.”Industrial Marketing Management,1984,pp.49-52.

[22] Bonoma Thomas V. “Get More out of Your Trade Show”Harvard Business Review (January-Febuary ) ,1983, pp.75-83.