Abstract
This paper presents a new methodology aimed at making simpler the product/market fit process. We propose a user-centered approach inspired on the Oriental philosophy that is behind Kansei Engineering. In essence, we advocate for customization of products guided by users’ expectations. Our proposal combines Sensory Analysis and Soft Computing techniques in order to uncover what users think but also what they feel and desire when facing new products. That is elicitation of the so-called kanseis or “psychological feelings”. Then, we can design new prototypes that truly matter to people because they fit the deepest users’ demands. Thus, improving innovation and marketing success rate. We have illustrated the details of our proposal in a case study related to gin packaging.
Keywords
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
Bonissone, P.: Soft computing: The convergence of emerging reasoning technologies. Soft Computing 1, 6–18 (1997)
Bouchon-Meunier, B.: Aggregation and fusion of imperfect information. Physica-Verlag, Heidelberg (1997)
Carter, C., Riskey, D.: The roles of sensory research and marketing research in bringing a product to market. Food Technology 44(11), 160–162 (1990)
Delgado, M., Marín, N., Sánchez, D., Vila, M.A.: Fuzzy association rules: General model and applications. IEEE Trans. on Fuzzy Systems 11(2), 214–225 (2003)
Douglas, S.P., Craig, C.S.: The changing dynamic of consumer behavior. Implications for cross-cultural research. International Journal of Research in Marketing 14, 379–395 (1997)
Galmarini, M.V., Symoneaux, R., Chollet, S., Zamora, M.C.: Understanding apple consumers’ expectations in terms of likes and dislikes. Use of comment analysis in a cross-cultural study. Appetite 62, 27–36 (2013)
Ikeda, G., Nagai, H., Sagara, Y.: Development of food kansei model and its application for designing tastes and flavors of green tea beverage. Food Science and Technology Research 10(4), 396–404 (2004)
Lord, J.B.: New product failure and success. In: Developing New Food Products for a Changing Marketplace, pp. 4.1–4.32. CRC Press (1999)
Magdalena, L.: What is soft computing? revisiting possible answers. International Journal of Computational Intelligence Systems 3(2), 148–159 (2010)
Maslow, A.H.: A theory of human motivation. Psychological Review 50(4), 370–396 (1943)
Maurya, A.: Running Lean: Iterate from plan A to a plan that works. O’Reilly Vlg. Gmbh & Co. (2010)
Naes, T., Brockhoff, P.B., Tomic, O.: Statistics for sensory and consumer science. Wiley (2010)
Nagamachi, M.: A study of emotional technology. Japanese Journal of Ergonomics 10(2), 121–130 (1974)
Nagamachi, M.: Kansei Engineering. Kaibundou, Tokyo (1989)
Nagamachi, M.: Kansei engineering: The implication and applications to product development. In: IEEE International Conference on Systems, Man, and Cybernetics, pp. 273–278 (1999)
Nagamachi, M.: Perspectives and the new trend of kansei/affective engineering. TQM 20(4), 290–298 (2008)
Osgood, C.E., Suci, G., Tannenbaum, P.: The measurement of meaning. University of Illinois Press (1957)
Osterwalder, A., Pigneur, Y.: Business model generation. John Wiley & Sons, Inc. (2010)
Pedrycz, W., Gomide, F.: Fuzzy modeling: Principles and methodology. In: Fuzzy Systems Engineering: Toward Human-Centric Computing (2007)
Schneider, J., Hall, J.: The new launch plan: 152 tips, tactics and trends from the most memorable new products. BNP Publisher (2010)
Schütte, S.: Engineering emotional values in product design. PhD thesis, Linköpings Universitet, Kansei Engineering Group (2005)
Setnes, M., Babuska, R., Kaymak, U., Van Nauta Lemke, H.R.: Similarity measures in fuzzy rule base simplification. IEEE Trans. on Systems, Man and Cybernetics, Part B 28(3), 376–386 (1998)
Snider, J.G., Osgood, C.E.: Semantic differential technique: A sourcebook. Aldine, Chicago (1969)
Stone, H., Bleibaum, R.N., Thomas, H.A.: Sensory evaluation practices. Food Science and Technology, 4th edn. International Series. Academic Press (2012)
Yager, R.R., Filev, D.P.: Essentials of fuzzy modeling and control. John Wiley, New York (1994)
Zadeh, L.A.: Fuzzy sets. Information and Control 8, 338–353 (1965)
Zadeh, L.A.: Outline of a new approach to the analysis of complex systems and decision processes. IEEE Trans. on Systems, Man, and Cybernetics 3, 28–44 (1973)
Zadeh, L.A.: Soft computing and fuzzy logic. IEEE Software 11(6), 48–56 (1994)
Zadeh, L.A.: From computing with numbers to computing with words - from manipulation of measurements to manipulation of perceptions. IEEE Trans. on Circuits and Systems - I: Fundamental theory and applications 45(1), 105–119 (1999)
Zadeh, L.A.: A new direction in AI toward a computational theory of perceptions. AI Magazine, American Association for Artificial Intelligence 1, 73–84 (2001)
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2014 Springer International Publishing Switzerland
About this paper
Cite this paper
Alonso, J.M., Pancho, D.P., Magdalena, L. (2014). Customization of Products Assisted by Kansei Engineering, Sensory Analysis and Soft Computing. In: Laurent, A., Strauss, O., Bouchon-Meunier, B., Yager, R.R. (eds) Information Processing and Management of Uncertainty in Knowledge-Based Systems. IPMU 2014. Communications in Computer and Information Science, vol 443. Springer, Cham. https://doi.org/10.1007/978-3-319-08855-6_62
Download citation
DOI: https://doi.org/10.1007/978-3-319-08855-6_62
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-08854-9
Online ISBN: 978-3-319-08855-6
eBook Packages: Computer ScienceComputer Science (R0)