Translating the Customer's Feelings Into the Product Characteristics

Abstract

The aim of the article is to predict and recommend the guidelines for designing and selecting the new trend of product to meet customer requirements. Kansei engineering (KE) and factor analysis are applied as the tools for evaluating and translating customer feelings to physical design components. In order to demonstrate the proposed concepts, a vision correction eyewear for a round-faced customer has been used as the design case study. Trendy eyewear design is inspired by young people in urban areas; therefore, Bangkok metropolitan has been selected as the target area for launching surveys to observe customer perceptions. After applying KE and factor analysis on the interviewed data, the recommended sets of product characteristics are extracted and formed as the drafted designs that might satisfy the customer requirements. Moreover, using the proposed approach may help shop owners and manufacturers to offer the right products to the customers at the right time where the occurrence of overstocking or understocking situations may be reduced.