1. Tuure Tuunanen Ken Peffers Charles Gengler
Requirements Gathering and Analysis for Wide Audience End-Users: CASE E-Advertiser System
Tuure Tuunanen
Ken Peffers
Charles Gengler

3. Outline Motivation of the study Background Case and method description
Practical results
Theoretical results

4. Motivation of the study 1 of 2
More and more IS is developed for diverse external end-users
These external end-users can be consumers, as in the case of the JAVA enabled Phones and Digital TV sets i.e. Wide Audience End-Users. (Tuunanen 2003)
Traditional views do not live up to the challenge i.e. the received view is that requirements are out there to be gathered by the requirements engineers (Jirotka & Goguen, 1994).

5. Motivation of the Study 2 of 2
We argue that
Often the end-users cannot express their needs
The end-users are scattered and outside the ISD environment
Hence, we claim that new methods are needed to elicit the hidden needs of wide audience of end-users.
Many of them do not exist currently i.e. do not have historical requirements and relationships.
In addition, these goals and specifications should be expressed in a semi-formal language that is accessible for stakeholders

6. Theoretical Background 1 of 2
Requirements determination – Requirements Engineering
Requirements determination a lively topic in IS during late 1980s and early 1990s
Discussion has shifted to Software Engineering where an own discipline has emerged.
Requirements Engineering Journal, International RE conference, REFSQ in CAiSE etc.

7. Theoretical Background 2 of 2
IS Planning - Critical Success Chains (Peffers, Gengler & Tuunanen 2003)
Using a cognitive method to requirements gathering (Peffers, Gengler & Tuunanen 2003)
Presenting the requirements in a ‘rich enough’ level across stakeholders (Peffers and Tuunanen 2002; Peffers & Tuunanen forthcoming in I&M)

8. CASE Helsingin Sanomat
Helsingin Sanomat is the biggest daily newspaper in Scandinavia with a daily circulation of and more than one million daily readers.
We were hired by Electronic Commerce Institute to study how external end-users can used in requirements elicitation
Our task was to do requirements gathering and analysis for the second release of the e-Ad Traffic and Ad information system.

9. HS CASE 3. Analysis 2. Requirements Gathering
Clustering the data manually
First themes,
then connecting ladders to themes
Creating CSC Maps
Laddering technique
Values/Goals
4. Managing and Presenting Requirements
Consequences why?
Needs / Features
5. Workshop
1. Pre-Study
Introduction of the Spreadsheet tool to client
Testing validation method, Feedback
Project defination
Lead Users (LU)
Participant selection
6. Validating requirements
Web-survey another group of lead-users
7. Report to the Client
Business report that resulted to a
Product Roadmap for
HS CASE
IDEA

10. Participant selection
Regular small scale advertisers 5
Irregular small scale advertisers 4
Medium scale advertisers 5
Large scale advertisers 5
Users from within HS 5
Media and ad agency users 6
click

11. Lead-Users
click

12. Laddering
click

13. Workshop Feedback
Q: Now afterwards workshop do you understand the goals of the customers described in maps (1-5)?
A: 1,80 (very well – well)
Q: Was the workshop useful in your opinion? (1-5)?
A: 1,40 (very useful – useful) click

14. Validating / Ranking Requirements
Example:
1. Order confirmation Survey value score: 1201 Subtheme: Immediate Feedback
Reasoning: It makes it easier to make and modify plans, to react to events. This leaves me better in control of the process and that helps me get a better return on my advertising investments.
MAP 1
We listed TOP-10 in this detail level click
1The index is calculated by summing inverted rankings of features.

15. Practical Results to Client 1 of 2
The Client built a release roadmap based on the results of the study.
A definite YES, we would do it again. Next time we would like to be more in part of the process and co-operate with the analyst.
The best results of the study was that the focus of the project became clearer.
Results enabled to better justify validity of the features to steering committee based on customers’ preferences and reasoning.

16. Practical Results to Client 2 of 2
The results helped them to prioritize the requirements
The report has helped the communication between business and technical people.
The interview recordings were used to drill down to thoughts of the customers by several people. DVD-ROM version of the widely used by the project management
v2.0 went to production in Jan 2004.

17. Theoretical Results
We fill the gap in the literature: the lack of support for the information systems developed for wide audience end-users.
An effective way for elicitation of the requirements from diverse end-users.
Users do not need to know in advance what features they want
They do not have be experts in design
We provide a way to reach the external end-users of wide audience IS by using a lead-user concept.
A modified version of representation dimension to facilitate agreement between stakeholders
We validate the found requirements with a novel web survey

18. Future Research Global Multiple Case Study
Context: Innovative Mobile Services
What kind of innovative features have high value for customers and why?
How the value of the services differ in different cultures?
How to identify ways to find lead-users for innovative IT applications?

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