0

Full Content is available to subscribers

Subscribe/Learn More  >

Scenario-Based Conjoint Analysis: Measuring Preferences for User Experiences in Early Stage Design

[+] Author Affiliations
Hyeji Kim

Analytic Consulting-Americas, Fair Isaac Corporation, San Rafael, CA

Jing Chen, Euiyoung Kim, Alice M. Agogino

University of California, Berkeley, Berkeley, CA

Paper No. DETC2017-67690, pp. V007T06A042; 9 pages
doi:10.1115/DETC2017-67690
From:
  • ASME 2017 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference
  • Volume 7: 29th International Conference on Design Theory and Methodology
  • Cleveland, Ohio, USA, August 6–9, 2017
  • Conference Sponsors: Design Engineering Division, Computers and Information in Engineering Division
  • ISBN: 978-0-7918-5821-9
  • Copyright © 2017 by ASME

abstract

Conjoint analysis has proven to be a useful method for decomposing and estimating consumer preference for each attribute of a product or service through evaluations of sets of different versions of the product with varying attribute levels. The predictive value of conjoint analysis is confounded, however, by increasing market uncertainties and changes in user expectations. We explore the use of scenario-based conjoint analysis in order to complement qualitative design research methods in the early stages of concept development. The proposed methodology focuses on quantitatively assessing user experiences rather than product features to create experience-driven products, especially in cases in which the technology is advancing beyond consumer familiarity. Rather than replace conventional conjoint analysis for feature selection near the end of the product development cycle, our method broadens the scope of conjoint analysis so that this powerful measurement technique can be applied in the early stage of design to complement qualitative research and drive strategic directions for developing product experiences. We illustrate on a new product development case study of a flexible wearable for parent-child communication and tracking as an example of scenario-based conjoint analysis implementation. The results, limitations, and findings are discussed in more depth followed by future research directions.

Copyright © 2017 by ASME
Topics: Design , Preferences

Figures

Tables

Interactive Graphics

Video

Country-Specific Mortality and Growth Failure in Infancy and Yound Children and Association With Material Stature

Use interactive graphics and maps to view and sort country-specific infant and early dhildhood mortality and growth failure data and their association with maternal

NOTE:
Citing articles are presented as examples only. In non-demo SCM6 implementation, integration with CrossRef’s "Cited By" API will populate this tab (http://www.crossref.org/citedby.html).

Some tools below are only available to our subscribers or users with an online account.

Related Content

Customize your page view by dragging and repositioning the boxes below.

Related eBook Content
Topic Collections

Sorry! You do not have access to this content. For assistance or to subscribe, please contact us:

  • TELEPHONE: 1-800-843-2763 (Toll-free in the USA)
  • EMAIL: asmedigitalcollection@asme.org
Sign In