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Authors:Mitsuo Nagamachi: User Science Institute, Kyushu University, Japan
Publication title:Perspectives and New Trend of Kansei / Affective Engineering
Conference:10th QMOD Conference. Quality Management and Organiqatinal Development. Our Dreams of Excellence, 18-20 June, 2007 in Helsingborg, Sweden
Publication type: Abstract and Fulltext
Article No.:025
Abstract:There are two ways of a product development, one is called as “product-out” philosophy which implies the manufacturer provides technology and design specifications according to decision making of the manufacturer’s side. Another way is “market-in” philosophy which means consumer-orientation for a product development. By this philosophy a manufacturer considers the consumer’s needs and wants and these are transferred to the product function and design. Nowadays the consumers desire consumer-oriented product development, because they have a lot of goods at home and they want to have goods more needed and attractive, very sensitive to their personality.

Kansei Engineering aims to develop such a product that people want to have deeply in their mind. The term of “kansei” implies psychological feeling and needs in mind. Before purchase of a passenger car, every one imagines in mind of “powerful engine”, “easy operation”, “beautiful and premium exterior, “cool and relaxed interior” and son. These words express the kansei, and the consumers willingly want to have such a kind of vehicle, if the manufacturer realizes a vehicle just fit to their imagination. However, it is regret that we have not ever had such science and technology as to treat technologically psychological feeling and needs (kansei).

The kansei engineering is able to grasp the consumers’ kansei, to analyze the kansei using statistical methods, and to transfer the analyzed data to the design domain. Nagamachi founded the kansei engineering around in 1970 in Hiroshima as a customer-oriented product development. He has engaged in the development of the kansei engineering for over 35 years and developed a lot of the kansei products and the kansei engineering methods (Nagamachi, 1974; 1989; 1995; 1996; 1998; 2002: 2005)

Keywords:Kansei Engineering, Affective Engineering, Customer-oriented, SD scale, Factor Analysis, Quantitative Theory, Rough Sets Theory
No. of pages:7
Series:Linköping Electronic Conference Proceedings
ISSN (print):1650-3686
ISSN (online):1650-3740
Publisher:Linköping University Electronic Press, Linköpings universitet

Mitsuo Nagamachi (2007). Perspectives and New Trend of Kansei / Affective Engineering, 10th QMOD Conference. Quality Management and Organiqatinal Development. Our Dreams of Excellence, 18-20 June, 2007 in Helsingborg, Sweden;article=025 (accessed 9/18/2014)