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Segmentation in kansei engineering studies based on the emotional response

Author
Marco-Almagro, L.; Tort-Martorell, J.; Schütte, S.
Type of activity
Presentation of work at congresses
Name of edition
KEER 2018 - Kansei Engineering & Emotion Research
Date of publication
2018
Presentation's date
2018-03-21
Book of congress proceedings
KEER2018, Go Green with Emotion. 7th International Conference on Kansei Engineering & Emotion Research 2018, 19-22 March 2018, Kuching, Malaysia
Repository
http://www.ep.liu.se/ecp/article.asp?issue=146&article=025&volume= Open in new window
URL
http://www.ep.liu.se/ Open in new window
Abstract
Socioeconomic and demographic data of participants are often collected when performing a Kansei Engineering study for stratification purposes. This paper offers an alternative stratification procedure, directly based on the emotional response that participants give to prototypes. This approach can deliver groups that are more meaningful for the Kansei Engineering study. Socioeconomic and demographic data (among other kinds of data) can then be...
Keywords
Kansei engineering study, customer segmentation, hierarchical cluster analysis
Group of research
ADBD - Analysis of Complex Data for Business Decisions

Participants