Multifaceted Research from the Design Perspective of Subconscious Kansei and Desires

Abstract

they do possess the necessary insight to manufacture products that meet customer demands. Accordingly, we hypothesized that several traditional industries in study, we analyzed the subconscious Kansei and desires of users to gain accurate insights into customer aspirations without repeating previous failures. We propose a marketing model based on new metrics, and considered the Kaga Yuzen industry is as a sample for testing our hypothesis. This study aims to address the gap between product manufacturers and end users. Currently, all product design processes are operated solely on designer process intuition in the absence of a clearly defined procedure. Even if a company has a clear industrial design process, sometimes, it may overlook some important elements. Therefore, we need to determine the priority areas and formulate a design approach to be followed to meet user expectations. Abstract: This study analyzes subconscious Kansei and desires by determining the behavior and feelings of customers (e.g., sensation, cognition, and emotion) to obtain an appropriate design methodology. This study aims to address gaps between product manufacturers and customers. This allows identification of the priority areas, and design approach to be followed to meet user expectations. A set of qualitative research methods was used to quantify potential sensibilities. In addition to observing human reactions to Kansei information processing, we identify market consumption behaviors to facilitate systematic prediction of potential customer demands. We propose a Kansei marketing model providing insights to release products and to explore product design possibilities. We discuss the use of this model in a real-world setting and the missing parts needed to make it practical. The importance of this study lies in its potential application to sustainable economic activities.