Thesis

Design Based Research afstudeeropdracht (scriptie)

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Course
Design Based Research

Institution
Hogeschool InHolland (InHolland)

Design based research. De eindopdracht van Creative Business in jaar 4. Gebaseerd op mijn afstudeerbedrijf en dient dus ter inspiratie en verduidelijking en de vereisten van de afstudeeropdracht.

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Uploaded on December 4, 2024
Number of pages 119
Written in 2023/2024
Type Thesis
Supervisor(s) Marion
Year Unknown

marketing
design based research
scriptie
afstudeeropdracht
creative business
inholland

Institution
Hogeschool InHolland (InHolland)
Education
Creative Business
Course
Design Based Research

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,Inhoudsopgave
1. Discover fase ....................................................................................................................... 5
1.1 Opdrachtgever .................................................................................................................... 5
1.1.1 Huidige situatie ............................................................................................................... 5
1.1.2 Gewenste situatie............................................................................................................ 6
1.1.3 Vraagstuk ........................................................................................................................ 6
1.1.4 Doelgroep ....................................................................................................................... 6
1.2 Verantwoording onderzoek .................................................................................................. 7
1.2.1 Methoden ....................................................................................................................... 7
1.2.2 Betrouwbaarheid en validiteit ........................................................................................... 8
1.3 Resultaten .........................................................................................................................10
1.3.1 Interne analyse.............................................................................................................. 10
1.3.2 Externe analyse ............................................................................................................. 11

1.4 Conclusie en ontwerpvraag ................................................................................................12

1.5 Verantwoording van tweede kerntaak ..................................................................................13

2. Frame & deﬁne fase ............................................................................................................. 14

2.1 Verantwoording onderzoek .................................................................................................14
2.1.1 Methodologie ................................................................................................................ 14
2.1.2 Betrouwbaarheid en validiteit ......................................................................................... 14
2.2 Verantwoording van de frames ............................................................................................16
2.2.1 Frame 1: Online zichtbaarheid ....................................................................................... 18
2.2.2 Frame 2: ONline marketing ............................................................................................. 18
2.2.3 Frame 3: Informeren ...................................................................................................... 18
2.2.4 Frame 4: Exclusiviteit ..................................................................................................... 18

2.3 Verantwoording van de frameboards ...................................................................................19
2.3.1 Online zichtbaarheid ..................................................................................................... 20
2.3.2 ONline marketing ........................................................................................................... 20
2.3.3 Informeren .................................................................................................................... 21
2.3.4 Exclusiviteit ................................................................................................................... 21
2.4 Verantwoording ontwerpcriteria ..........................................................................................22

2.5 Verantwoording tweede kerntaak ........................................................................................24

3. Develop fase ....................................................................................................................... 25
3.1 Verantwoording onderzoek .................................................................................................25
3.1.1 Methodologie .................................................................................................................... 25
3.1.2 Betrouwbaarheid en validiteit ............................................................................................. 26
3.2 Verantwoording twee gekozen frames .................................................................................27

3.3 Verantwoording voor low-ﬁdelity .........................................................................................28
3.3.1 Video marketingcampagne ............................................................................................ 29
3.3.2 Spaaractie campagne .................................................................................................... 31
3.4 Low-ﬁdelity prototypes .......................................................................................................34

2

, 3.4.1 Video marketingcampagne ................................................................................................. 34
3.4.2 Spaarprogramma ............................................................................................................... 35
3.5 Verantwoording tweede kerntaak ........................................................................................35

4. Deliver fase ......................................................................................................................... 37
4.1 Verantwoording onderzoek .................................................................................................37
4.1.1 Methodologie ................................................................................................................ 37
4.1.2 Betrouwbaarheid en validiteit ......................................................................................... 38
4.2 Verantwoording gekozen high-ﬁdelity prototype ...................................................................39
4.3 Verantwoording eindproduct ..............................................................................................41
4.4 Eindproduct.......................................................................................................................43
4.5 Verantwoording tweede kerntaak ........................................................................................44

Bibliograﬁe .................................................................................................................................. 46

Bijlage 1. Persona’s ...................................................................................................................... 53

Bijlage 2. Interviews Altijd Bekend ................................................................................................ 54

Bijlage 3. Marketingmix ................................................................................................................ 62

Bijlage 4. 7S-model ...................................................................................................................... 64

Bijlage 5. Interviews doelgroep ..................................................................................................... 66

Bijlage 6. DESTEP-analyse ............................................................................................................ 68

Bijlage 7. Concurrentie vijf-krachten model van Porter .................................................................. 70

Bijlage 8: Stakeholdersmap.......................................................................................................... 72

Bijlage 9: Empathy map ................................................................................................................ 74

Bijlage 10: SWOT-analyse ............................................................................................................. 75

Bijlage 11: Kringbijeenkomst poster.............................................................................................. 77

Bijlage 12: Divergeren en convergeren .......................................................................................... 78

Bijlage 13: Deskresearch zes frames ............................................................................................. 79

Bijlage 14: Framing: FRAME .......................................................................................................... 81

Bijlage 15: Verantwoording ontwerpcriteria ................................................................................... 85

Bijlage 16: Test met de opdrachtgever ........................................................................................... 87

Bijlage 17: Test met de doelgroep ................................................................................................. 90

Bijlage 18: Aangepaste frameboards ............................................................................................. 94

3

, Bijlage 19: Deskresearch low-ﬁdelity prototype video marketingcampagne .................................... 96

Bijlage 20: Low-ﬁdelity prototype marketingcampagne video ......................................................... 97

Bijlage 21: Deskresearch low-ﬁdelity prototype spaaractie ............................................................ 98

Bijlage 22: Deskresearch goede doelen....................................................................................... 100

Bijlage 23: Low-ﬁdelity prototype spaaractie ............................................................................... 103

Bijlage 24: ICE-methode vragen .................................................................................................. 104

Bijlage 25: Interviews low-ﬁdelity video marketingcampagne ...................................................... 107

Bijlage 26: Interviews low-ﬁdelity spaaractie .............................................................................. 110

Bijlage 27: Mid-ﬁdelity prototypes .............................................................................................. 113

Bijlage 28: Interviews mid-ﬁdelity video marketingcampagne ...................................................... 116

Bijlage 29: Interviews mid-ﬁdelity spaaractie .............................................................................. 117

Bijlage 30: High-ﬁdelity eindproduct ........................................................................................... 118

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