1. Start page

2. Per Isacson The VRS team Johan Conradsson Petra Gram Alexander Löfgren David Härdeman

3. The people behind the team Marcus Lind, coach Ulrik Karlsson, co-coach Lazar Rusu, co-coach Louise Berthilson, co-coach Maria Andersson, Svenska Bostäder, principal

4. Presentation overview Background Goal Past, present and future SWOT Important conclusions Summary Questions and comments

5. Background Unsufficient understanding of users and their needs Technology push vs. consumer/social pull “Broadband to the people!” - Is 100% penetration Utopia? Major broadband investment in Vällingby

6. Background cont’d Theoretical framework: Life form Life cycleLife style

7. Goals Gain a deeper understanding of consumer behaviour and its implications to demand of IT services, by investigating: Demand of IT services, driving forces Obstacles for IT usage How do life style and life cycle matter? Technology and human needs Local content in Vällingby Nät?

8. Past, present and future Past Define goals Background studies Expert interviews Method formulation Present Contact interviewees Conduct interviews Future Conduction of interviews cont’d Analysis of interviews Conclusions Project report

9. SWOT STRENGTHS OPPORTUNITIES WEAKNESSES THREATS Result can be hard to evaluate Limited practical experience from conducting in-depth interviews Well functioning, motivated group Interested and involved principal Supporting coaches An exciting area not fully explored Freedom to form our work Work in a real life project Cooperation with Stockholm U. Difficult to find people for interviews Time and dependence on others

10. Important conclusions so far The importance of clearly defined goals cannot be stressed too much Get the principal involved and make sure you are on the right track Qualitative research is time- consuming but rewarding

11. Important conclusions so far cont’d An in-depth interview is a conversation, not a interrogation or questionnaire Consumers are complex and difficult to understand Things take TIME when you depend on others (interviews etc).

12. Summary We want to understand consumer needs and driving forces, therefore: –Qualitative in-depth studies are needed, but –Finding people and performing a good interview isn’t easy, however, –Working hard, and –Using our strengths (group & coaches), –We’ll succeed!

13. Questions and comments Any questions?

14. our clothes sponsor: We would like to thank