Project

Back to overview

Don't Guess, Simulate! Understanding User Preferences for Cloud Services

English title Don't Guess, Simulate! Understanding User Preferences for Cloud Services
Applicant Legner Christine
Number 159951
Funding scheme Project funding (Div. I-III)
Research institution Département des systèmes d'information Faculté des Hautes Etudes Commerciales
Institution of higher education University of Lausanne - LA
Main discipline Information Technology
Start/End 01.11.2015 - 31.12.2017
Approved amount 126'352.00
Show all

All Disciplines (2)

Discipline
Information Technology
Science of management

Keywords (5)

Adaptive choice-based conjoint analysis; Requirements engineering; Cloud service design; Cloud computing; User preferences

Lay Summary (German)

Lead
Cloud Computing ermöglicht es Nutzern, auf eine leistungsstarke, skalierbare IT-Infrastruktur zurückzugreifen und diese nutzungsbasiert zu bezahlen. Im Vergleich zu herkömmlichen IT-Services sind Anbieter von Cloud Services gezwungen, ihre Services sehr präzise zu definieren und entsprechende Servicevereinbarungen und Preismodelle festzulegen. Ein kundenorientiertes Design von Cloud Services ist aufgrund der vielfältigen Präferenzdimensionen und der unsicheren Nutzerakzeptanz in den noch jungen Märkten schwierig. Als Lösungsansatz bieten sich die Weiterentwicklung von Marktforschungsverfahren und deren Integration in das Anforderungsmanagement für Cloud Services an.
Lay summary

Ziel dieses Projektes ist es, Kundenpräferenzen für Cloud Services zu erheben und als Input für das  kundenorientierte Design von Cloud Services zu verwenden. Wir entwickeln dazu einen systematischen Ansatz, um Kundenpräferenzen zu messen und zu analysieren und Marktreaktionen auf Designvarianten zu simulieren. Grundlage des Ansatzes sind Conjoint-Verfahren aus der Marketingforschung. Im Kontext von Cloud Services erlauben es diese, die Trade-Offs zwischen funktionalen und nicht-funktionalen Eigenschaften, Preismodellen sowie weiteren relevanten Eigenschaften zu messen. Die Ergebnisse des Projekts umfassen (1) eine Methodenkomponente zur Unterstützung des Anforderungsmanagements (Requirements Engineering) für Cloud Services und (2) zwei empirische Studien zu verschiedenen Arten von Cloud Services.

Aus theoretischer Sicht adressiert dieses Projekt die fehlenden Techniken und Methoden zur Analyse und Priorisierung von Kundenanforderungen für Cloud Services. Die zu entwickelnde Methodenkomponente erweitert bewährte Marktforschungsverfahren für die spezifischen Problemstellungen beim Design von Cloud Services. Ein wesentliches Projektergebnis ist ein validiertes Verfahren zur Anforderungserhebung für Cloud Services auf Basis von Messungen der Kundenpräferenzen und Zahlungsbereitschaft.

Für die Praxis sind die empirischen Untersuchungen verschiedener Typen von Cloud Services interessant. Sie geben Aufschluss, welche Faktoren die Nutzerakzeptanz und Zahlungsbereitschaft am stärksten beeinflussen. Dies hilft Anbietern, ihre Cloud Services entsprechend der konkreten Kundenanforderungen zu entwickeln.

Aus gesellschaftlicher und ökonomischer Perspektive erleben wir aktuell in verschiedenen Bereichen - z.B. im Gesundheitswesen, der Energieversorgung oder Städten ("Smart City") - den Aufbau umfangreicher Cloud Infrastrukturen. Unsere Projektergebnisse tragen zur kundenorientierten Entwicklung dieser Infrastrukturen bei.

Direct link to Lay Summary Last update: 15.08.2015

Lay Summary (French)

Lead
Grâce à l’informatique dans le cloud, les utilisateurs peuvent exploiter des ressources informatiques à leur convenance dans un modèle « pay-per-use ». Dès lors, une définition exhaustive des services des TI incluant des prestations et des modèles de prix clairement spécifiés est nécessaire. Cependant, la conception de services cloud à forte valeur ajoutée est un véritable défi au vu du grand nombre de décisions liées au design et à cause des préférences incertaines des utilisateurs dans les marchés immatures. Comme solution, des méthodes et techniques de recherches marketing sont proposées pour faciliter l’analyse des besoins et la conception des services cloud.
Lay summary

Le but de ce projet est d’améliorer notre compréhension des préférences des consommateurs pour les services cloud afin de répondre mieux à leurs besoins. Plus précisément, nous cherchons à développer et valider une approche systématique pour extraire et analyser les préférences pour les services cloud et simuler la réaction du marché aux variations de leur conception. Notre approche est construite sur des méthodes et techniques des recherches marketing, qui permettent de mesurer l’arbitrage entre les propriétés fonctionnelles et non-fonctionnelles ainsi que les aspects économiques et autres dimensions. Les résultats de nos recherches consisteront en (1) une méthode validée pour l’analyse des besoins concernant les services cloud et (2) deux études empiriques des préférences des consommateurs pour deux sortes de services cloud distincts.

Cette recherche peut potentiellement aboutir sur trois contributions :

D’un point de vue théorique, nous abordons le manque de techniques et de méthodes pour analyser et prioriser les besoins des utilisateurs pour les services cloud. En concevant et validant une méthode qui adapte des techniques de recherches marketing reconnues aux services cloud, nous contribueront à l’amélioration de méthodes existantes d’analyse des besoins.

D’un point de vue pratique, les études empiriques vont nous permettre de comprendre les facteurs de conception des services cloud les plus influents dans le choix des utilisateur et du prix qu’ils sont prêts à payer. Ceci aidera les fournisseurs à concevoir des services cloud plus attractifs pour leurs clients.

D’un point de vue sociétal et économique, les infrastructures cloud étendent la portée des services digitaux à de nombreux domaines tels que la santé, les énergies propres ou les services communaux. Les résultats contribueront à la conception de services cloud de haute qualité.

Direct link to Lay Summary Last update: 15.08.2015

Lay Summary (English)

Lead
With cloud computing, users are able to conveniently access computing resources as pay-per-use services. For IT vendors, cloud computing elicits a need for more thoroughly defined IT services with clearly specified delivery and pricing models. However, designing high-utility cloud services has proven to be challenging given the large number of design decisions and the uncertainty about user preferences in immature markets. More advanced requirements engineering methods are needed for the customer-oriented design of cloud services, that integrate market research techniques to test customer acceptance of new cloud service designs.
Lay summary

The purpose of this project is to improve our understanding of user preferences for cloud services in order to support their user-oriented design. More precisely, we aim to develop and validate a systematic approach for eliciting and analysing customer preferences for cloud services and simulating market reaction to variations in cloud service design. Our approach builds on adaptive choice-based conjoint analysis, which is a smarketing research technique to analyze multi-dimensional user prefernecs. In the context of cloud services, it allows to measure the trade-offs between the functional and non-functional properties as well as economic and vendor-related aspects. The results of our research will comprise (1) a method component supporting requirements engineering for cloud services; and (2) two empirical studies of consumer preferences for two distinct types of cloud services.

The potential contribution of this research is three-fold:

From a theoretical perspective, this research addresses the lack of techniques and methods for analysing and prioritising user requirements for cloud services. By designing and validating a method component which adapts proven market research techniques to cloud services design, we will contribute to enhancing the existing requirements engineering methods.

From a practical perspective, the empirical studies will allow us to understand the factors in designing cloud services that are most influential on users’ choice or willingness-to-pay. They will help cloud service providers in designing high-utility cloud services.

From a societal and economic perspective, cloud infrastructures and services are expanding the scope of digital services in many domains, such as healthcare, energy or city services. Since the design of high-utility cloud services will be a key challenge in the upcoming years, our project results will be relevant to the society and industry at large.

Direct link to Lay Summary Last update: 15.08.2015

Responsible applicant and co-applicants

Employees

Publications

Publication
Leveraging Market Research Techniques in IS – A Review of Conjoint Analysis in IS Research
Naous Dana and Legner Christine (2017), Leveraging Market Research Techniques in IS – A Review of Conjoint Analysis in IS Research, in International Conference on Information Systems, Seoul, South KoreaInternational Conference on Information Systems, Seoul, South Korea.
Analytics as a Service: Cloud Computing and the Transformation of Business Analytics Business Models and Ecosystems
Naous Dana Schwarz Johannes and Legner Christine (2017), Analytics as a Service: Cloud Computing and the Transformation of Business Analytics Business Models and Ecosystems, in European Conference on Information Systems, Guimarães, Portugal.
User-Oriented Cloud Service Design based on Market Research Techniques
Giessmann Andrea Naous Dana and Legner Christine (2016), User-Oriented Cloud Service Design based on Market Research Techniques, in European Conference on Information Systems, Istanbul, TurkeyEuropean Conference on Information Systems, Istanbul, Turkey.

Collaboration

Group / person Country
Types of collaboration
EuroCloud Switzerland / Europe Switzerland (Europe)
- Industry/business/other use-inspired collaboration
Prof. Katarina Stanoevska, University of St. Gallen Switzerland (Europe)
- in-depth/constructive exchanges on approaches, methods or results
SAP University Alliances Germany (Europe)
- Industry/business/other use-inspired collaboration

Scientific events

Active participation

Title Type of contribution Title of article or contribution Date Place Persons involved
38th International Conference on Information Systems Talk given at a conference Leveraging Market Research Techniques in IS–A Review of Conjoint Analysis in IS Research 10.12.2017 Seoul, Korean Republic (South Korea) Naous Dana;
25th European Conference on Information Systems Talk given at a conference ANALYTICS AS A SERVICE: CLOUD COMPUTING AND THE TRANSFORMATION OF BUSINESS ANALYTICS BUSINESS MODELS AND ECOSYSTEMS 05.06.2017 Guimarães, Portugal Legner Christine; Naous Dana;
24th European Conference on Information Systems Poster USER-ORIENTED CLOUD SERVICE DESIGN BASED ON MARKET RESEARCH TECHNIQUES 12.06.2016 Istanbul, Turkey Legner Christine;


Awards

Title Year
Nomination for the Best Theory Development Paper at the International Conference on Information Systems (ICIS) in Seoul, Korea 2017

Associated projects

Number Title Start Funding scheme
151409 Designing Business Models for Platform as a Service 01.02.2014 Marie Heim-Voegtlin grants

Abstract

For the IT industry, the cloud paradigm changes has a disruptive effect by fundamentally changing the way how IT resources are produced, distributed, consumed, and priced. It elicits a need for more thoroughly defined IT services with clearly specified delivery and pricing models. At the same time, the emerging markets for cloud services are very dynamic and user requirements are often not well known. Although cloud services will only be successful if they fit customer needs in terms of their functional, non-functional and economic properties, we are still lacking appropriate requirements engineering methods and techniques for designing high-utility cloud services. The purpose of this project is to improve our understanding of user preferences for cloud services in order to support their user-oriented design. More precisely, this project aims to develop and validate a systematic approach for eliciting and analysing customer preferences for cloud services and simulating market reaction to variations in cloud service design. Our approach leverages conjoint analysis, which is a statistical technique used in marketing research to determine how people value different features that make up an individual product or service. In the context of cloud services, it allows to measure the trade-offs between the functional and non-functional properties as well as economic and vendor-related aspects. The results of our research will comprise (1) a validated method component for requirements engineering for cloud services; and (2) two empirical studies of consumer preferences for two distinct types of cloud services. Thereby our research will not only contribute to methodology development, but also provide empirical insights into user preferences for cloud services. The potential contribution of this research is three-fold: First, from a theoretical perspective, we address the lack of techniques and methods for analysing and prioritising user requirements for commercial cloud services. By designing and validating a method component which adapts proven marketing research techniques to cloud services design, we will contribute to enhancing the existing requirements engineering methods. Second, from a practical perspective, designing high-utility cloud services is challenging given the large number of design decisions and the uncertainty in user preferences in immature markets. Understanding the factors in designing cloud services that are most influential on users’ choice or decision making will help cloud service providers in designing high-utility cloud services. Third, from a societal and economic perspective, cloud infrastructures and services are expanding the scope of digital services to the individual users and allow improving their daily lives. This explains why cloud services in domains like healthcare, green energy or city services receive significant attention from governments and industry. Since the design of high-utility cloud services will be a key challenge in the upcoming years, our project results will be relevant to the society and industry at large.
-