How to Identify the Real Requirement of Consumers

Abstract:

Up to now the methods to investigate the consumers satisfaction with a product have been the subjective self-report method based on various questionnaires no matter in the field of value engineering, industrial design, consumer analysis or other related fields. This study provides a new method, a neuroscientific approach, to find the consumers real requirement for a new product. Based on the analysis of data of neural activities when consumers face a new designed product, we can explore the real attitude towards the new product. Then we can make a decision whether put the designed product to market or improve the design of the product or give up the design of the product. This approach is referred to as NeuroDesign, or NeuroID (Neural Industrial Design), or NeuroVE (Neural Value Engineering). This study presents a case to explore the consumers real attitude towards a kind of jewelries (pendant) adopting the Event Related Potential technique (one of the methods of Cognitive Neuroscience). During the experiment participants were presented with different pendant pictures, and were asked to judge whether the designed pendants in stimuli were beautiful or not.

• Periodical: Advanced Materials Research (Volume 787)
• Pages: 1017-1019
• DOI: https://doi.org/10.4028/www.scientific.net/AMR.787.1017
• Online since: September 2013
• Authors: Qing Guo Ma, Yu Jing Huang, Bing Yong Tang, Yan Bao Li
• Keywords: Neural Perspective on Aesthetics, Neurodesign, NeuroID, NeuroVE, P2

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