I NTERVIEW OF S ERVICE P ROVIDERS

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6.5 Interview of Service Providers

We also want to know that the value and contribution of our mechanism and system from the practice’s point of view. Therefore, after the experiment, we had a discussion with the subjects who are service providers.

There are four group of service providers, Artista (http://www.artista.tw/), Five idiots (http://techorange.com/2013/07/01/rebuzz-atcc-final-competiton-wechat/), erdo (http://erdo.cc/) and StorySense (http://www.storysensecomputing.com/) (see Table 6.5.1). Artista is a startup company which aims to promote performing arts and develop performing arts matching platform. Five idiots is the winner of 2013 ATCC (Atona case competition, a well-known national business case competition) and they were the representation for WeChat. Erdo is a startup company which is committed to develop an online hearing test service. StorySense is also a startup company trying to in combine artificial intelligence (AI) with some high-tech devices. They have launched WhatsTheNumber, a Smartphone App which WhatsTheNumber can easily locate the phone numbers you are trying to search for on the Internet, in the shortest time. The content of the interview is shown in Table 6.5.2.

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Table 6.5.1 The personal data of the service providers

Team Subject Gender Age Major Job

Artista

Subject10 Male 20-30 Management Information System Startup Owner Subject11 Male 20-30 History/ Computer Science Software Engineer Subject12 Male 20-30 Industrial and Commercial Design Designer Subject13 Female 20-30 Business Administration Startup Owner Subject14 Male 20-30 Technology Management Startup Owner

Five idiots

Subject19 Female 20-30 Business Administration Student / 2013 ATCC Winner Subject20 Female 20-30 Business Administration S Student /

2013 ATCC Winner Subject21 Male 20-30 Business Administration Student /

2013 ATCC Winner Subject22 Female 20-30 Business Administration Student /

2013 ATCC Winner

erdo

Subject23 Female 20-30 English Startup Owner

Subject24 Male 20-30 Physics Startup Owner

Subject26 Female 20-30

Speech and Hearing Disorders and Sciences

Startup Owner

Storysense

Subject27 Male 30-40 Computer Science Software Engineer

Subject28 Female 20-30 Marketing Marketing personnel

Subject29 Male 20-30 Computer Science Software Engineer

Subject30 Male 20-30 Computer Science Software Engineer

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Table 6.5.2 The content of the interviews of service providers

Team Opinions

Artista

“We usually spent a lot of money to the do the survey, and a lot of efforts and time to do interviews and focus group. However, it is hard to find the right people to do the survey and interviews and to make sure the result are truly reflect the real thoughts of these people.”

“The anchoring process can really help the users understand the service and the data collected from their cognition is valuable.”

“The platform is more suitable for testing a prototype of a service or the revision of a service after the users have experience of using the service.”

“Use more multimedia like screenshots, demo video or even a simple prototype as the way to present the descriptions for the service attributes. It might decreases the gap between expected value and value in use and make our platform more dependable and attractive for the service providers.”

Five idiots

“It is easier to design a customized promotional activity for a specific group of customer in a short time with low costs.”

“If the estimated cost of implement a service is high, this platform can help us to deliver the concept of the idea and examine if it is worthy to implement the

Google Analytics only provide the tracking data like exit rate or bounce rate without the reasons behind. It’s not helpful for the providers who are not good at analyze the reasons. You can develop a mental state analysis tool and implement an application value from the imagination and the value in use. We more believe in value in use. ”

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First of all, they think it is a great value that we can estimate user’s thresholds and preference levels of service attributes. From marketing’s point of view, they usually spent a lot of money to the do the survey, and a lot of efforts and time to do interviews and focus group. However, it is hard to find the right people to do the survey and interviews and to make sure the result are truly reflect the real thoughts of these people. They mentioned that the anchoring process can really help the users understand their service and the data can also be used to know the preference and motivation of customers from their cognition, and it will be easier to design a customized promotional activity for a specific group of customer in a short time.

For the application in practice, they have different thoughts. Some of the providers said if the estimated cost of implement a service is high, they can use our platform to deliver the concept of their idea and examine if it is worthy to implement the service or not. However, the others said that there is usually a gap between the expected value from the imagination and the value in use and value in use is more reliable. They believed that our platform is more suitable for testing a prototype of a service or the revision of a service after the users have experience of using the service.

After using our platform, they provided some recommendation for the platform and a different but interesting insight to implement our mechanism.

First, they advised that we can use more multimedia like screenshots, demo video or even a simple prototype as the way to present the descriptions for the service attributes. They believed that will decreases the gap between expected value and value in use and make our platform more dependable and attractive for the service providers. Furthermore, they suggest we can extend our mechanism to implement a tool like Google Analytics. They said Google Analytics only

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provide the tracking data like exit rate or bounce rate without the reasons behind.

If we can develop a mental state analysis tool and implement an application interface for them to use in their app or website, it will be more powerful and fascinating for the service providers because it is exactly they want and need in practice.

As a result, we can say that three of the four groups gave our platform positive affirmation and thought the platform is valuable to them. Especially, the data of users’ cognition can be used in many domains such as the direction of the promotion activity and the direction of revision of the service. It can fetch up the shortage of the traditional ways to do the survey such questionnaire, interview or focus group. They can access the data they want through our platform with less time and costs. However, the platform still needs improvement to become a reliable commercial version. And it is important for us to come up ways to reduce the gap between expected value and value in use.