Mari Ainasoja

User participation in co-creative services: developing virtual and augmented reality tools for do-it-yourself home design

This paper presents key findings on user perception of an early AR home design product concept, which combines features of social media, augmented reality (AR) and 3D modelling. In total, there were 241 respondents for the scenario-based survey. In addition, some special co-design sessions were conducted to develop the concept with the target groups and to deepen insight on the needed user-centred AR functionalities with a participatory approach. The scenario-based methods proved valuable in the early phases of concept design. It appears that there is a demand for easy-to-use design tools both for consumers looking for a new apartment and professional users. Getting input for the designs from friends and family was seen important among consumers. For participating professionals, interior design is a creative process, and designers see a great challenge in preserving creativity in technology.

The Finnish Retail Market: Overview

The present article provides an overview of the Finnish retail market, characterised by high concentration, strong retail chains, and fairly stable and closed market conditions. Food and grocery retailing is elaborated on in greater detail. In order to highlight some of the subsectors of the Finnish retail trade, the building and home improvement trade and the home technology trade were chosen on the basis of the market size and growth. Finally, a brief industry and trend analysis based on Porters model concludes this paper.

Technology for Bonding in Human-Animal Interaction

This workshop focuses on the use and influence of technology on human-animal bonding, and how to facilitate them with technology. We explore the elements and characteristics of human-animal bonding, and how technology is connected to emotions and bonding between the human and the animal. We are particularly interested in animals experiences, emotions, and welfare in bonding. The workshop facilitates discussion, creates a framework to support design activities, identifies future research themes, and creates ideas on facilitating the mutual bonding in human-animal interaction. The main focus is on dogs, but workshop aims is to pave way for further investigations and research with other domestic animals, such as cats, horses, and rabbits.

Effects of Electronic Word-of-Mouth on the Potential Customer's Emotions and Product Image

Thisstudyinvestigatedhowpotentialcustomers(N=28)respondtotwotypesofelectronicwordof-mouth(eWOM)regardingthesameproduct.Thestudysimulatedrealitybyhavingparticipants readeithermainlynegativecommentsfromanindependentdiscussionforum(n=14)ormainly positivecommentsfromamarketer’swebsite(n=14).Theresultsshowedthattheparticipants’valence ratings were positive after reading eWOM on the marketer’s website and negative after reading eWOMontheindependentforum.Althoughthisseemsobvious,itisinterestingthateventhough thecommentsontheindependentforumwerenotconsideredtrustworthyorexpert,readingthese commentsnegativelyinfluencedtheproductimage.Participantswhoreadtheindependentforum ratedtheproductimagesignificantlylowerthanparticipantswhoreadthemarketer’swebsite.After watchingcommercialvideos,bothgroupsratedtheproductimagehigher;however,thedifference betweenthegroupsremainedsignificant.TheresultssuggestthattheemotionsevokedbyeWOM playakeyroleinproductimage.Apracticalimplicationforcompaniesmaybepurchasingtargeted advertisingondiscussionforumstomanagepotentialcustomers’negativeaffectivereactions.

Positive Stress and Reflective Practice among Entrepreneurs

While heavy stress loads seem an unavoidable aspect of entrepreneurship, the positive side of stress (often referred to as ‘eustress’) remains a neglected area of research. This paper contributes to entrepreneurship research by linking the research streams of eustress and reflective practice. As a tool for analysing and developing thoughts and actions, reflective practice plays an important role in the interpretative work essential to positive stress experiences. Following an overview of approaches to stress at work, eustress and reflective practice, the paper explores how entrepreneurs experience the role of positive stress and reflective practice in their work and describes the reflective tools utilized by entrepreneurs in promoting eustress. The research process was designed to support reflective dialogue among the 21 Finnish entrepreneurs from different fields who participated in the study, with results based mainly on qualitative interviews. Nine of the interviewed entrepreneurs also kept a positive stress diary, including a three-day physiological measurement analysing their heartbeat variability. The findings suggest that positive stress and reflective practice are intertwined in the experiences of entrepreneurs and illustrate the role of reflective practice as a crucial toolset for promoting positive stress, comprising six reflective tools: studying oneself, changing one’s point of view, putting things into perspective, harnessing a feeling of trust, regulating resources and engaging in dialogue. Individual reflective capabilities vary, and a theory-driven division of reflective practice into individual, social and contextual dimensions is considered useful in understanding those differences. The research offers a starting point for exploring how eustress and reflective practice affect the well-being of entrepreneurs.