Home // CENTRIC 2023, The Sixteenth International Conference on Advances in Human-oriented and Personalized Mechanisms, Technologies, and Services // View article

Agile and Reliable Design Decisions Based on the Perception of the Target Audience

Authors:
Raquel Marzo
Adrián Colomer

Keywords: market research solution; user insights; emotion design; decision-making; NLP

Abstract:
The conceptualization phase of a product plays a critical role in the design process as the decisions made during this phase directly affect the competitiveness of the product. During this phase, making decisions correctly becomes a very important activity for the company. However, decisions made during this phase often rely on subjective opinions, leading to uncertainty and errors, and consequently, high failure rates in the launch of new products. Few companies conduct user research studies due to the substantial time and cost investment, requisite expertise, technological resources, and access to adequately representative user samples necessary to obtain robust and reliable insights into people' preferences. This complexity makes such studies impractical for everyday design decision-making. In this context, this paper presents a methodological tool that allows companies to make objective decisions in the early phases of their design process. This tool takes advantage of the potential of Artificial Intelligence (AI) to analyze in a standardized, agile and autonomous way the perception of the consumer expressed naturally by a representative sample of remote users, combining classical qualitative user research with natural language processing techniques. The methodological tool has been validated through use cases from companies in different sectors in which remote tests have been carried out with representative samples of users, showing its suitability to obtain in a robust, reliable, agile and economical way the design optimization keys from the point of view of market acceptance.

Pages: 63 to 68

Copyright: Copyright (c) IARIA, 2023

Publication date: November 13, 2023

Published in: conference

ISSN: 2308-3492

ISBN: 978-1-68558-100-8

Location: Valencia, Spain

Dates: from November 13, 2023 to November 17, 2023