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Master Thesis

L'innovation au service de l'imaginaire du jardin : apports des focus groups pour le développement d'une application informatique

Abstract : This is a qualitative study about consumer's expectations in regards to an application that aids and assists on touchpad devices which is currently being developed by MMI company. The main goal of this study is to generate the navigation consumers expect of such an application, validating at the same time the target consumers chosen by the company and evaluating the receptiveness of the concept and its main functions. The chosen method to reach these goals have been focus groups. Four meetings have been realized in all with a total of forty participants. The recruitment process has mainly been conducted with the avid gardener type, and based on the typological segmentation of garden consumers as shown in the CSA study conducted for FranceAgriMer and Val'hor in 2011. The results given by the data mining collected during these meetings, allows us to explore the themes of gardens and gardening, in terms of usage and expectations, and to evaluate the receptiveness of the application's concept and finally to tackle the participants expectations in terms of navigation. Four axis of development are now identified: customization, content, communication, and interactivity. This study confirms the direction to take, while it questions some choices of content. This adds to the information used for the application's development and also to reports transmitted to potential clients.
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Master Thesis
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https://dumas.ccsd.cnrs.fr/dumas-01071888
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Submitted on : Tuesday, October 7, 2014 - 8:25:50 AM
Last modification on : Monday, July 6, 2020 - 3:38:21 PM
Long-term archiving on: : Friday, April 14, 2017 - 12:44:49 PM

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  • HAL Id : dumas-01071888, version 1

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Flore Hello-Laprérie. L'innovation au service de l'imaginaire du jardin : apports des focus groups pour le développement d'une application informatique. Sciences agricoles. 2014. ⟨dumas-01071888⟩

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