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Editor: Udo Lindemann, Srinivasan V, Yong Se Kim, Sang Won Lee, John Clarkson, Gaetano Cascini
Author: Roos, John Magnus (1); Nilsson, Thomas (2); Wheatley, Ellen (2)
Institution: 1: Veryday, University of Gothenburg - Centre of Consumer Science; 2: Veryday
Personality theorists divide people along traits as extraversion, agreeableness, conscientiousness, emotional stability and openness. The present study investigates to what degree personality traits of participants in two separate user studies (e.g. craftsmen and high-frequent gamblers) are representative for respective target group of end users. Our findings indicate that some traits are significantly (p <.05) overrepresented among participants in user studies, e.g. extraversion, emotional stability and openness, which bias our user insight findings.
Potentially this bias negatively affects the gathered user insights and derived user knowledge. Fewer and biased insights are most certainly a liability to the design and development processes and equally the final success of any innovated product or service. If we commence upon considering personality traits in the recruitment process, we will create the conditions necessary for the identification of novel user insights and maximize the potential of the design outcome.
The 19th International Conference on Engineering Deisgn (ICED13) will for the first time take place in Asia: ICED13 on 19-22 August 2013 at Sungkyunkwan University, Seoul, Korea The ICED13 motto is: "Design for Harmonies" - Harmony of Products and Services - Harmony of Old and New - Harmony of Culture and Technology - Harmony of East and West The conference chair is Prof. Yong Se Kim of the Creative Design Institute at Sungkyunkwan University. Important dates are: Call for Papers:...