How does positioning map help consumers?

Fairmont Chateau Lake Louise is a hotel in Alberta, Canada. Surrounded by mountain peaks and an emerald lake in the Banff National Park, this hotel has a pub for the outdoor enthusiasts coming from all over the world. At the pub, the menu was carefully designed for foreigners by mapping local drinks in two dimensions:…

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Does a Persona Improve Creativity?

So, Chaehan and Jaewoo Joo (2017), “Does a Persona Improve Creativity?” The Design Journal, 20 (4), 1-17.     Abstract The purpose of this study was to test whether the priming of a brainstorming task by a persona increases ideational fluency and originality, i.e. the quantitative and qualitative dimensions of creative performance. We conducted a…

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