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Onderzoek Ideation (cijfer 7,1)
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Creative BusinessIDEATION
3FM MARK EN RAMON
Selina Eckes
500836497
Blauw 102B/ Paars 108A
Onderzoek: Ideation
G. Veldman
17-05-2020
, [Ideation/Selina Eckes]
Voorwoord
Mijn naam is Selina Eckes, een eerstejaars Creative Business student aan de Hogeschool van
Amsterdam. Het verslag waar ik aan gewerkt heb is in opdracht van radio 3FM. Alle studenten in het
eerste jaar van Creative Business hebben de opdracht gekregen onderzoek te doen naar jongeren
tussen de 20 en 25 jaar en in beeld te brengen hoe het radioprogramma Mark + Rámon voor binding
kan zorgen met de doelgroep.
Ik wil mijn docent meneer Veldman bedanken voor de (online) lessen. Ook wil ik mijn respondenten
Nadia en Nikki bedanken voor de hulp met de co-creatie.
Ik wens u veel leesplezier,
Selina Eckes
Studente Creative Business
2
, [Ideation/Selina Eckes]
Inhoud
Voorwoord............................................................................................................................. 2
Management Summary.........................................................................................................5
1 Inleiding.............................................................................................................................. 6
1.1 Aanleiding......................................................................................................................................... 6
1.1.1 Opdrachtgever....................................................................................................................... 6
1.1.2 Doel en doelgroep.................................................................................................................. 6
1.1.3 Ontwerpeisen......................................................................................................................... 6
1.2 Onderzoeksdoel................................................................................................................................ 6
1.2.1 Ontwerpvraag en onderzoeksdoel......................................................................................... 6
1.2.2 Deelvragen en subdeelvragen............................................................................................... 6
1.2.3 Onderzoeksaanpak................................................................................................................ 7
2 Inspiration – BIEB.............................................................................................................. 8
2.1 Opzet en aanpak.............................................................................................................................. 8
2.2 Resultaten........................................................................................................................................ 8
2.2.1 Expert.................................................................................................................................... 8
2.2.2 Trends.................................................................................................................................... 8
2.2.3 Doelgroep.............................................................................................................................. 8
2.2.4 Best practices........................................................................................................................ 9
2.2.5 Opdrachtgever....................................................................................................................... 9
2.3 Ontwerpcriteria 1.0........................................................................................................................... 9
3 Ideation – Prototypes.......................................................................................................11
3.1 Ontwerpcriteria definitief................................................................................................................. 11
3.2 3.2 Prototype 1............................................................................................................................... 12
3.3 Prototype 2..................................................................................................................................... 12
4 Ideation – Enquête........................................................................................................... 13
4.1 4.1 Opzet en aanpak...................................................................................................................... 13
4.2 4.2 Omschrijving steekproef........................................................................................................... 13
4.3 4.3 Resultaten................................................................................................................................. 13
4.4 Ontwerpkeuzes............................................................................................................................... 21
4.4.1 Prototype 1.......................................................................................................................... 21
4.4.2 Prototype 2.......................................................................................................................... 21
5 Ideation – co-creatie.........................................................................................................22
5.1 Opzet en aanpak............................................................................................................................ 22
5.2 Resultaten...................................................................................................................................... 22
5.2.1 Brainstorm........................................................................................................................... 22
5.2.2 Prototype 1.......................................................................................................................... 22
5.2.3 Prototype 2.......................................................................................................................... 22
5.3 Ontwerpkeuzes 2.0......................................................................................................................... 22
5.3.1 Prototype 1.......................................................................................................................... 24
5.3.2 Prototype 2.......................................................................................................................... 25
3
, [Ideation/Selina Eckes]
Reflectie............................................................................................................................... 26
APA Bronnenlijst................................................................................................................. 28
Bijlagen................................................................................................................................ 30
I. Cars................................................................................................................................................... 30
II. Enquête............................................................................................................................................ 30
III. Verdeling steekproef........................................................................................................................ 31
4
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