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Market Driven Product Ontologies Davor Meersman OTM 2007 Doctoral Consortium Vilamoura, 25/11/2007
Contents Background Synergetics NV SMIT STARlab Personal background Introduction Overview Concept MROD MDPO LMS Methodology Pilot Planning
Background PhD research in association with Industry Synergetics NV University Vrije Universiteit Brussel SMIT (Promoter: Prof. dr. Jo Pierson) STARlab (Co-Promoter: Dr. Ir. Jeroen Hoppenbrouwers) Not CS PhD Communication science Information science
Background | Synergetics NV Semantic technology company Competency-driven Context / competency ontologies BPMS/LMS IEEE Competency Chair,  HR-XML Competency Work Group Chair Innovation focused (EU research)
Background | SMIT Studies in Media, Information and Telecommunications User-related aspects of technology domestication and appropriation Social shaping of technologies Variety of research methodologies (+combination)
Background | STARlab Semantic Technology and Applications Research Laboratory Collaborative (context) ontology modelling DOGMA-infrastructure DOGMA-MESS
Background | Personal MA degree in Business Communication Communications consultancy (Groep C & Slangen) Consumer research & communication strategy (IDEAlogic) Semantic technology (Synergetics)
Introduction
Introduction Shift from technology push to pull ‘ Quality of Experience’ User involvement in product development process Myriad of market research methodologies
Overview market company MCC MRC products people processes MRC MRC ? ! 80% failure rate CHAINS OF INTERPRETATION ? !
Concept Semantic product model (  MDPO) Mapped to existing context/enterprise/product ontology ‘ Fed’ by market research output data (MROD) Conceptual dynamics Integration of drivers behind CD Ensures MROD travels throughout organisation by Learning Management Systems technology Role-based Defined by semantics
Concept MROD LMS
Market researh methodologies/MROD Product development life cyle Quantitative 1 level Tailored Qualitative 2 levels Markers,... MROD
MDPO Preliminary building blocks Product semiotics Perceivable characteristics (product/packaging) Self-communicate meaning E.g. front shape of a car Product properties Non-perceivable characteristics Can be communicated E.g. chemical constitution of absorbents in a diaper Product context Identity of product in the market Context-sensitivity for e.g. geographical and cultural differentiation E.g. QoE data, usability data, domestication data, brand perception Mapping to common classification schemes (Hepp)
LMS Xerceo Role-based implementation Roles defined by product semantics ‘ shards’ of market info streamed to right person/role SCORM compliant Competency enabled ePortfolio enabled Everybody thinks along with the company based on real time market input LMS
PhD Research Methodology Design rudimentary semantic product model Select market research methodologies (PDL/QT/QL) Assess MROD according to ontology requirements criteria Development of tool for market information management (MROD    MDPO) Develop methodology for collaborative product ontology engineering based on DOGMA-MESS Define pilot / existing MROD Initiate pilot / build MDPO  Define LMS roles based on MDPO / CO semantics Assess. Refine. Iterate.
Pilot 3 possibilities Architectural firm ‘ pattern language’ push oriented Fast Moving Consumer Goods (FMCG) short product cycles ‘ closed source’ Technology provider suitable no introduction
Planning DEC 07 market research methodology selection full research outline JAN/FEB 08 visiting scientist Austria/DERI mapping issues / general input APR 08 First version MDPO JUN 08 Pilot outline

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Market Driven Product Ontologies

  • 1. Market Driven Product Ontologies Davor Meersman OTM 2007 Doctoral Consortium Vilamoura, 25/11/2007
  • 2. Contents Background Synergetics NV SMIT STARlab Personal background Introduction Overview Concept MROD MDPO LMS Methodology Pilot Planning
  • 3. Background PhD research in association with Industry Synergetics NV University Vrije Universiteit Brussel SMIT (Promoter: Prof. dr. Jo Pierson) STARlab (Co-Promoter: Dr. Ir. Jeroen Hoppenbrouwers) Not CS PhD Communication science Information science
  • 4. Background | Synergetics NV Semantic technology company Competency-driven Context / competency ontologies BPMS/LMS IEEE Competency Chair, HR-XML Competency Work Group Chair Innovation focused (EU research)
  • 5. Background | SMIT Studies in Media, Information and Telecommunications User-related aspects of technology domestication and appropriation Social shaping of technologies Variety of research methodologies (+combination)
  • 6. Background | STARlab Semantic Technology and Applications Research Laboratory Collaborative (context) ontology modelling DOGMA-infrastructure DOGMA-MESS
  • 7. Background | Personal MA degree in Business Communication Communications consultancy (Groep C & Slangen) Consumer research & communication strategy (IDEAlogic) Semantic technology (Synergetics)
  • 9. Introduction Shift from technology push to pull ‘ Quality of Experience’ User involvement in product development process Myriad of market research methodologies
  • 10. Overview market company MCC MRC products people processes MRC MRC ? ! 80% failure rate CHAINS OF INTERPRETATION ? !
  • 11. Concept Semantic product model (  MDPO) Mapped to existing context/enterprise/product ontology ‘ Fed’ by market research output data (MROD) Conceptual dynamics Integration of drivers behind CD Ensures MROD travels throughout organisation by Learning Management Systems technology Role-based Defined by semantics
  • 13. Market researh methodologies/MROD Product development life cyle Quantitative 1 level Tailored Qualitative 2 levels Markers,... MROD
  • 14. MDPO Preliminary building blocks Product semiotics Perceivable characteristics (product/packaging) Self-communicate meaning E.g. front shape of a car Product properties Non-perceivable characteristics Can be communicated E.g. chemical constitution of absorbents in a diaper Product context Identity of product in the market Context-sensitivity for e.g. geographical and cultural differentiation E.g. QoE data, usability data, domestication data, brand perception Mapping to common classification schemes (Hepp)
  • 15. LMS Xerceo Role-based implementation Roles defined by product semantics ‘ shards’ of market info streamed to right person/role SCORM compliant Competency enabled ePortfolio enabled Everybody thinks along with the company based on real time market input LMS
  • 16. PhD Research Methodology Design rudimentary semantic product model Select market research methodologies (PDL/QT/QL) Assess MROD according to ontology requirements criteria Development of tool for market information management (MROD  MDPO) Develop methodology for collaborative product ontology engineering based on DOGMA-MESS Define pilot / existing MROD Initiate pilot / build MDPO Define LMS roles based on MDPO / CO semantics Assess. Refine. Iterate.
  • 17. Pilot 3 possibilities Architectural firm ‘ pattern language’ push oriented Fast Moving Consumer Goods (FMCG) short product cycles ‘ closed source’ Technology provider suitable no introduction
  • 18. Planning DEC 07 market research methodology selection full research outline JAN/FEB 08 visiting scientist Austria/DERI mapping issues / general input APR 08 First version MDPO JUN 08 Pilot outline