Tools to measure the EXPRESSION / MEANING of products
Showcase: Product Semantic Analysis (PSA)
Abstract
The methods involves several steps:-interviews with consumers and producers/designers to identify relevant words (adjectives) for the product domain (Note: specific for each product/product area);
-reduction of adjectives and construction of semantic scale and instrument including preferred and non-preferred expressions. A visual, analogue scale is recommended for increased sensitivity. The scale is anchored in two points with a neutral middle (maximum value – neutral – maximum value). Instead of using adjectives with opposite meanings, however, only one adjective is used, e.g. “masculine”, while the other end is anchored in “the opposite”.
-interviews with consumers and/or producers/designers to identify a desired product semantic profile. This will show the desired strengths of different expressions;
-and consumers ratings of the perceived expression of a product design using the instrument.
Tools in this category
A new adaptive Conjoint Analysis
The new adaptive Conjoint Analysis constitutes the bulk of a rational way to analyse the interaction between the customer/user and the product/service. It is based on a careful questionnaire design and survey.
Attribute rating using choice time
A new procedure for attribute rating.
Portal for Product Assessment
IBV has developed a portal-like online website that allows test persons to remotely evaluate a collection of visual stimuli through semantic differential scales. Products are represented with the help of images and/or animations of the whole product or parts of it.
Product Semantic Analysis (PSA)
The PSA method provides a structured process in which the desired qualities can be identified and described in terms of a desired product semantic profile, and the design solution evaluated and compared against the desired profile.
Repertory Grid Technique (RGT)
The Repertory Grid Technique (RGT) is an open and dynamic technique for eliciting people’s experiences and meanings in relation to technological artifacts, while it at the same time providing for modern methods of statistical analysis. The RGT is best understood as a technique on the border between qualitative and quantitative research methods.
SUMI
SUMI is a classical Likert-type measure of attitude toward a software package. The questionnaire comprises five subscales: efficiency, affect, helpfulness, control and learnability. SUMI analysis also provides a “global” satisfaction score.
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