Samenvatting

Mojosurf Australia runs a surf academy where students can do a three-month instructor course. Due to today’s economical developments, there is a demand for insight into how Mojosurf’s customers give meaning to life. The information will be collected through qualitative research with generative techniques. Generative techniques provide helpful tools for respondents to express better. This research focuses on answering the research question: ‘’What are the most important design principles and the underlying core values of an ideal (surf instructor) course at Mojosurf?’’
The preference for certain design principles was discovered through three generative sessions based on the Lego Serious Play method, which address the topics content, staff and facilities of an ideal course. The artefacts that were built by the respondents form the starting point of the in depth interviews with the laddering technique, in which the underlying values are researched.
The results show that the respondents find easy access and vicinity of the beach, an area to socialize and a shared area with qualified instructors the most important regarding the facilities. Key characteristics of the personnel is empathy on an individual level, passionate and knowledgeable and a certain amount of experience. Finally, clear structure, education in teaching skills and the opportunity to specialize are the most important design principles of the content of an ideal course. The group has four main values that underlie the design principles; happiness, social recognition, a sense of accomplishment and freedom. ‘Happiness’ as a core values is clearly the most popular under the respondents.