Illustrative Industrial Interactions Through Kansei – Towards a dynamic reflection of Kansei in the Marketing/Design/Engineering relationship

Sanabria, J.C., Lévy, P., & Lee, S.H. (2003). Illustrative Industrial Interactions Through Kansei – Towards a dynamic reflection of Kansei in the Marketing/Design/Engineering relationship. In H., Aoki (Eds.), the Proceedings of 6th Asian Design International Conference - 6thADC ([on CD]). Tsukuba, Japan: University of Tsukuba.

The industry of product conception mainly involves decision makers from the fields of marketing, design and engineering. In this study, the perception of the information through this process that influences the decision makers was analyzed through a survey riding on a Kansei approach. This approach emphasizes the influence of the professionals’ personality and characteristics. The subjects’ average perception of the concepts was retrieved through positioning them into a map without considering their individual influence. On a second phase, it was showed that the lack of issues, such as personality or individual characteristics, limited the possibilities of the map. The analysis began with the definition of the fields marketing, design, engineering, and Kansei, and a brain- storming for obtaining the keywords related to the three fields interaction. The resulting keywords were redefined and distributed on a pilot-map with an x-axis divided into user/product, and a y-axis divided into tangible/intangible. For validating the pilot-map the same survey was applied to professionals involved in marketing, design and engineering and the results were projected originally into an average map without considering personal data. On account of the limited information retrieved on this map, a group of wider maps was generated considering personality and characteristics.
Integrating the Kansei approach by considering personality of the subjects, improved the possibilities of the model and gave rise to a source of flexible patterns of information that improved the understanding of the industrial environment relationships. In the future, the final mapping system may be used as an observation tool for magnifying the different possible intersections and patterns between the professionals involved in the fields of marketing, design and engineering and as a platform for further analysis of industrial interaction.