Kansei Engineering

Kansei Engineering is a revolutionary concept in product and service development based on the integration of customers’ preferences in terms of emotional requirements into the design process. It is a cutting edge design tool which can potentially increase sales as the manufacturer/provider is able to produce a product or service which evokes the required emotions in consumers.

Typical Kansei Engineering projects:

  • it can be found that the suspension, the gear ratio and the engine power of a car have an effect on impressions such as “sporty”, “powerful” and “elegant”
  • it can be found that the width of toe, fastening type, material and colour of an orthopaedic shoe have an effect on impressions such as "attractiveness, "comfort", "quality" and "longevity"
  • it can be found that the number of buckles, padding thickness and harness weight of a rock-climbing harness have an effect on impressions such as "easy to put on", "unrestrictive" and "stylish"

Kansei Engineering can be used to answer questions such as:

  • Why do we buy?
  • What emotions do our customers use when making their purchasing decisions?
  • Which design elements evoke the required emotions in our customers?

The course content includes product design, semantic scales, questionnaire design, factor analysis and principal components analysis (PCA).

Both our standard and bespoke courses are suitable for those with no prior knowledge of Kansei Engineering or for those who require a refresher programme.

For further details contact ISRU.


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