Vol.4 No.3 2012

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Research paper : Designing products and services based on understanding human cognitive behavior (M. Akamatsu et al.)−150−Synthesiology - English edition Vol.4 No.3 (2012) about baseball” became a fan because he/she was amazed by the excitement at the stadium, voluntarily participated in cheering, and became adherent to the total experience of cheering and the game. Another case was that “the person who knew baseball and was interested in professional baseball” became emotionally involved in the players and the team through the real game, and became a person who enjoyed the game, or enjoyed both the game and cheering (Fig. 4). By using the CCE, we were able to clarify the structure of fan growth, or how a person who was not really interested in baseball became a repeater and how they enjoyed the game.5 Application to product or service designAfter obtaining the clues for identifying the function and service that the target user wants by the CCE method, we move into the R&D process for concretizing the product or service. For example, if we know that well-timed, useful information from a considerate passenger is given when and about what, we can set the development goal of providing such information from the car navigation system. Since good timing by which the information is provided is the critical parameter of whether the person perceives the information as being thoughtful, the technological issue will be whether the system can determine the timing. Therefore, we conducted an experiment where the content and the timing decision for providing the information were defined as clearly written rules, and the information provision was done according to the rule. Although the information provision is done by a human operator, rather than changing the information provision flexibly, a manual is followed to simulate the information provision by a system using this rule. Moreover, to investigate whether it is possible to determine the timing according to the traffic condition and the driver condition without the passenger, we investigate whether an information provider (an operator) on a separate vehicle can provide the information at appropriate timing based on the image and sound information from the cameras in the subject vehicle via radio communication. This research is still in progress, but by providing the information via radio communication from a separate vehicle, the cues for timing decision is becoming clear, and the system may be able to determine the timing using sensors[16]. In case of information provision by a device, the function of the product will become clear through these research processes, and the function to be realized will become concretized.In the case of service, if, for example, the motive for a baseball fan to rise from an “occasional game watcher” to a “repeater” becomes clear, the baseball team owners can plan the actions to be taken. They can determine how they can reach out to the target subjects, how they can provide the motives, and how to set the incentives. Of course, several, and not just one plan, can be considered.Fig. 3 Three stages of fan maturityFig. 4 Path of fan stageMotive that turns a pre-fan into a fanWhat keeps the person a fanMotive that turns a fan into a repeaterWhat keeps the person a repeaterDoes not know baseballKnows baseball but not interested in professional baseballPre-fanInterested in N.H. FightersWill attend the game if encouragedFanFinds own style of game watchingLifestyle adjusted for game watching at stadiumRepeaterKnows baseballDoes not know baseballInterested in professional baseballPerformance by prosGains sense of unityImpressed by excitement of game watchingEmotional involvement with playersEnjoyment of live gamesMoved by excitement at the stadiumEmotional involvement with players/teamAffinity to playersMainly cheeringMainly gamesLearning the essence of baseballCheers for particular player and get personal satisfactionEnjoys the event at the stadiumFully supports the playersFinds joy in one’s own worldExpectation for decisive match in short timeEnjoys the coaching and pitch sequenceEnjoy over long time throughout the seasonRepeaterMakes friends and have fun cheering togetherFanPre-fanEmotional involvement with teamFan of N.H. FightersFan of other teamNot interested in professional baseballNo favorite team

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