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～Summarized presentation of thesis～

Research on co-creation of Diet Support

Service using ICT

２０１３／８／２５

Ｓ０９５０３５２Suda YasujiJAIST MOS

１ Background of research concern

source：Woman’s conscious for aging and lifestyles survey, 2012（N=1,114）

Ideal Body Shape（slimming waist-line） 88.9％

Dairy actions for beauty and health

Walking or jogging 33.6％

Not sports type physical moves

27.2％

Dietary control 14.5％

source：Japan National Survey for health and nutrition

But,Population rate of fat and obese

have been keeping steady

2013/08/25 Suda Yasuji

Cause of fat and obese is clearly simple

Strong Needs for diet(good shape)

Actions for diet are relatively week

Male age20-60’s

Female age20-60’sFemale age20’s of under BMI 15

Population rate of BMI 25 and more(2001-2011)

２ Focus of research area

・fat taxes implementation・city design policy change relating

・research on population approach・research on adherence for regimen

・intrinsic motivation・incentives（points and badges）

・personalized services・interaction platforms


Behavioral change in diet

personal desire

social desire

social environment

personal environment

intrinsic motivation incentives

environmental design A

environmental design B

optimization of medical approach

• Definitions of commodity/commoditized

– No quality differences among producersex.）petroleum, mobile phones （by investopia）

– Advancing standardization and technologies, growing market, and maturating lifecycles cause difficulties in differentiation essential aspect of products and services（by marketing Wiki, JAMA）

– Products and services that are easy to buy, thin profit and no competitive feature except price （by Merriam-Webster dictionary）


Diet support devices such as pedometer and weight scale are in a state of commodity

３ Premises of research（１）Diet support devices are commoditized

３ Premises on research（１） Diet support devices are commoditized

• Data about penetration rates of diet support devices

Owning rate of Pedometer(Survey by Aichi prefecture, 2012)

Owning and usage Rate of diet support devices(Survey by i-cubecompany)

Rate of measuringweight monthly(National survey forhealth and nutrition,2011)


N（1,884） 20’s 30’s 40’s 50’s 60’sMale 12.1% 16.4% 17.2% 21.5% 38.0%Female 14.4% 15.6% 21.7% 25.9% 41.5%

N（185）,Female own&use own&no use not ownThermometer 75.7％ 20.5％ 3.8％Weight scale 45.4％ 12.4％ 42.1％Weight & body composite scale 48.6％ 10.3％ 41.1％pedometer 14.1％ 35.1％ 50.8％

N（7,877） 20’s 30’s 40’s 50’s 60’sMale 71.5% 78.4% 85.4% 78.8% 81.1%Female 88.8% 88.4% 78.8% 87.7% 90.2%

• Diet Support devices have been challenging to be product service systems combining with ICT

2013/08/25 Suda Yasuji2013/02/10 須田泰司

Product ＋ Service

freePay for use

Pedometer,weight-scale,mobile phone app.

３ Premises on research（２）Diet Support devices as Product Service Systems

４ Co-creation and feedback loops

measure&record

release&share

feedback

adjust action


Feedback loops are critical component of co-creation in diet support type product service system

weight scalepedometerothers

community portal

expertise（service providers)buddy in community

behavior change


I set 2 research questions in terms of understanding the actual condition relating to co-creation process in diet support service with ICT

５ Research Questions

RQ１：How far does user perceive and accept the feedback system (feedback loop) of diet support type product service systems ?

RQ２：What does user think about interaction with other users, and use for behavior change ? (Are there robust interaction network ?)

６ Previous Research Reviews（１）Experimental verification of healthcare improvement service based on continuous lifestyle monitoring and behavior change（Miyagi Univ., 2009）

→focusing on emotion of user based on Trans Theoretical Model (TTM)

referring feedback loop only in terms of its mechanism (how it works)

（２）Examination of mental factor that affect the adherence volition of physical exercise （Nakamura and Furukawa, 2004）

→focusing on psychological factor of individual motivation such as extrinsic/intrinsic motivations using POMS (Positive Mood Scale) to measure motivational factors, concluding fun and capability are important factor for sustaining behavior change in exercise programs

（３）Motivation, self-determination, and long-term weight control

（ Teixeira,Perdo J.,et al, 2012)

→reviewing motivation and behavioral change researches.

insisting effectiveness of self determination theory(SDT) and

advancing research relating to motivation in terms of its quality aspect


７ Meaning of this research


（１）Process and co-creation research about diet services

（２）Product Service System about diet services

For these points, I may contribute to enrich co-creation and behavioral change research relating to diet services

→Many researches focusing on motivation and incentives are already conducted, although researches focusing on service process and co-creation are not.

→Researches on diet services mainly conducted in exercise or medical intervention categories so far. On the other hands, researches in term of product service system are not.

８ Data for analysis

user group sex age recorded days object

Karada Scan users（24 users registered ）

M 46 46 Ａ

F 52 7 Ｂ

F 30’s 6 Ｃ

Diet using pedometer（48 users registered）

M blank 49 Ｄ

F blank 31 Ｅ

F blank 72 Ｆ

run&walk diet challenge（13 users registered）

M 37 5 Ｇ

F 28 17 Ｈ2013/08/25 Suda Yasuji

• Picked up 8 objects from users of registered courses of goo Karada-log. 3 courses are randomly selected by course description which include using weight scale, pedometer, and mobile phone application

• Total number of registered users in goo Karada-log：188,933 （as of May 2013）

９ Scheme of Analysis

Total 233 days data from 8 users

■statistic analysisUsing natural language analysis software “kh coder”

transform description in diaries

into text form (on the right)Then create collocation network and dendrogram of extracted wordsfor analysis

■qualitative analysis

Read diaries and created profiles of 8 users respectively first,

then found common characteristics more than 2 users


Compiled text data for kh coder


１０ Results of Statistic Analysis

• Collocation network

Extracted words and connection between words are displayed


１０ Results of Statistic Analysis ２

words total

weight ２７１

fat １６９

calorie １６４

walk １６０

steps １５８

walking １５３

balance １３９

lunch １３５

body １３３

supper １２５

• Number of occurrences of extracted word

• dendrogram（a part）

“diet” is not so often mentioned in diaries


１１ Findings of Qualitative Analysis

①Sustainability of behavioral change is so hard. Lose and get weight processes are cyclic. <object A, B, D, & F>

②In daily life, assigning time for diet activities or controlling calories of foods are strongly constrained. <object B & D>

③Feedback loops are not mentioned. Thus how diet support information function through feedback loops is not clear <all>

④Not all user but some, user-user interactions within information network communities are drivers for sustaining diet activities <object F, H>

⑤Knowledge about diet are based on former experience and conceptual “do exercise” “do not eat” level <object B,F,G>

１２ Examination of Research Questions

RQ１：How far does user perceive and accept the feedback system (feedback loop) of diet support type product service system ?

→Users do not pay attention to feedback system of diet support type product service systems are showed both statistic and qualitative analysis

RQ２： What does user think about interaction with other users, and use for behavior change ?

(Are there robust interaction network ?)

→Through qualitative analysis, user-user interaction work as sustaining driver for diet activities but it occur only in a few user


１３ Implications

• Theoretical implications

①There are some dysfunctions in co-creation process, especially feedback loops, of diet support service with ICT through usage investigation.

②Behavior change models which are used in diet support service with ICT do not perform their effectiveness as there are very faint ties between user conscious and user action.

• Business implication

Feedback loops should be redesigned from merely data and communication platform to recorded data driven behavior change support platform.


１４ Limitations and Expectations

In this research, I described a state of co-creation about

diet support service with ICT from user’s perspective


• limitations：analyzed data are text data described as diaries which released on the internet. This means that user information which are not written in diaries do not clear. So, deeper analysis for why they write this phrase are out of the sight.

• expectations：More deeper analysis of user and adding analysis of service providers may contribute to better understanding of co-creation process and service design for diet support service with ICT.

１５ Research impression

There are relatively small users of diet support service with ICT at present

1. One of 2 research questions are loosely supported. There may be an opportunity to get robustness for research questions gathering more user data and analyzing them.

2. Furthermore, assuming today’s users as lead user may have a chance to understand co-creation, lead user innovation, and more attractive service design.


References


• Goetz, Thomas, Harnessing the power of feedback loops, wired magazine, 2011

• Gustafsson, Anders, et al., Customer co-creation in service innovation：a matter of communication? Journal of Service Management, 2012

• Brown, Tim, translated by Chiba Toshio, Change by Design, Hayakawa publishing, 2010

• Teboul, James, translated by Koyama Junko, Service is Front Stage, First Press, 2005

• Ferguson, Bill, The Emergence of Games for health, Games for Health Journal,vol.1, number 1, 2012

• Deloitte University press , Breaking constraints：Can incentives change consumer health choices? 2013