January 2018
Beginner to intermediate
370 pages
8h 5m
Japanese
Content preview from マッピングエクスペリエンス ―カスタマージャーニー、サービスブループリント、その他ダイアグラムから価値を創る
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160
6
章
ダイアグラムへの感情の反映
感情は人の体験においては決定的な役割を果たします。必然的に、体験を
マッピングする時には個人の感情の動きを記述する作業が欠かせません。そ
のくせ、この「感情を記述する」というのが一筋縄では行かない作業なのです。
その一因は「感情は調査や測定が難しい」ことで
す。感情は普通、測定が難しく、見方によって解釈
が変わり得るものだからです。
ところがそんな「感情の測定」を研究している
人々がいます。その第一人者であるオランダの
ピーター・デスメットが「画像型測定法（PrEmo：
Product Emotion Measurement）」という手法を開
発し実用化しました
*
。消費者向け製品に対する被験
者の（感情面での）反応を測定するための手法です
（図6-15）。
このツールPrEmoは14種類の普遍的な感情を
「漫画のキャラクターの顔に浮かんだ表情」で表し
ます。そして被験者は製品を見せられた時に自分が
抱いた感情に近いものをこの14種類の中から選ん
で実験担当者に告げます。この方式ならカスタマー
ジャーニーの各段階での感情を測定することも可能
* ピーター・デスメットが博士論文取得のための研究を下敷きにしてまとめた著書
『Designing Emotions』（2002）を参照。
でしょう。特定の段階における自分の感情面での反応を代弁してくれる表情
を選べばよいのです。
それでも感情というのはダイアグラムではなかなか表現しにくい要素で
図6-15 感情測定ツールPrEmoは、1
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.