IT Kansei IT Affective Engineering

Kansei /affective engineeringdesign

A methodology for profound affection andattractive quality creation

Jens J. Dahlgaard, Simon Schutte and Ebru AyasDepartment of Management and Engineering, Linkoping University, Linkoping,

Sweden, and

Su Mi Dahlgaard-ParkInstitute of Service Management, Lund University, Helsingborg, Sweden

Abstract

Purpose – The purpose of the paper is to present and discuss the Kansei engineering (KE)methodology, and to reflect on the future development of KE. The paper presents a model of the KEmethodology and illustrates how this model was applied on a simple example which all mayunderstand – design of a new chocolate bar.

Design/methodology/approach – The research methodology is a combination of desk research(literature analysis), data collection, data analysis, reflections and model building.

Findings – The paper suggests a structural model as a possible expanded framework for futureKansei/affective engineering research studies. According to the model profound affection is a result ofthe following six enabler factors: sensing experience; emotional experiences (Kansei ); behaviouralexperiences/action; social experiences/interactions and relations; spiritual experiences/moral, ethics;intellectual experiences/cognition.

Originality/value – The paper defines “Profound affection” as a very comprehensive state, which isa result of a combination of sensing, intellectual/cognitive, emotional, social, behavioural and spiritualexperiences. “Profound affection” is not only a result of sensing or emotional experiences.

Keywords Product design, Product attributes, Marketing, Chocolate

Paper type Research paper

1. IntroductionImproving products requires knowledge about how product attributes (properties)affect the consumers. The ambition of any product or service provider is to designproducts in a way that will evoke a positive impact and make the consumer buy thesame product again – in other words creating desire.

Creating desire requires profound affection, which is a very comprehensive stateresulting from a combination of sensing, intellectual/cognitive, emotional, social,behavioural and spiritual experiences. Kansei engineering, which is a relativelynew research field, contains a promising methodology for designing and creatingnew attractive products and services with a profound affection on the users. TheKansei engineering methodology, which has its roots in Japan from beginning ofthe 1970s, aims to design and develop products/services that match customers’emotional, psychological feelings and needs. It is the aim of this paper to introducethe background of Kansei engineering, its methodology, potentiality and

The current issue and full text archive of this journal is available at

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The TQM JournalVol. 20 No. 4, 2008

pp. 299-311q Emerald Group Publishing Limited

1754-2731DOI 10.1108/17542730810881294

limitations for designing and building new products with a profound affection, andto suggest a new framework in the form of a structural model, which can be usedsystematically in understanding the potential enablers of profound affection whichmay be used for building new innovative and attractive products ( ¼ AttractiveQuality Creation).

Sections 2 and 3 will introduce the background of Kansei engineering, and itsmethodology, with a simple example. In section 4, which we have titled “fromKansei/engineering to affective engineering design and attractive quality creation”, wewill reflect on the future, and the new suggested framework for understanding thepotential enablers of profound affection is presented.

2. From sensitivity to KanseiEmotions and feelings and are often a result of external sensory stimuli providedto the human mind via the human senses. Together with the human mind, thispurely objective sensory information is converted to basic emotional reactions(Damaiso, 1996). Outgoing from the evoked emotion a number of appropriatephysical reactions may be triggered (Cornelius, 1996). Repeatedly triggered similaremotional responses can also lead to a certain state of mind which can be referredto as mood (Picard, 1997).

Emotion and feeling have traditionally found their counterpart in reason. WhenBaumgarten wrote his Aesthetica in 1750-1758 (Baumgarten, 1961) one of his aims wasto create an opposite pole to the field of logic as ratio described in Aristoteles’ Organon(Schweizer, 1973). Also, Kant realized the shortcomings of pure reason and thenecessity of creating a counterpart (Kant, 2004). In the field of physiology Damasio(1996) could prove that emotion and reason in fact are hard wired in the human brain.In artificial intelligence Picard (1997) built interaction models describing therelationship between reason and emotion. In another area marketing expertsdistinguish between feeling appeal, i.e. commercial applying to emotional, subjectiveimpressions of product features and thinking appeal, i.e. commercial applying tological, objectively verifiable product features (Liu and Stout, 1987).

The concept/terminology of Kansei, which is one of numerous Chinese “loan words”assimilated into the daily Japanese as well as the Korean language, can be translated asemotionality, sensuality or sensitivity/sensibility. The terminology is widely used indaily life not only in Japan but also in China and Korea, often as a pairing terminologyto intellectuality (Chisei). The position of the word, Kansei (emotionality) in East Asianculture is somewhat remarkable compared to the Western tradition. Generally in theWestern tradition rational, intellectual and logical aspects (Chisei) are prioritised andconsidered to be most important while emotional aspects are either ignored orconsidered to be something that should be restrained. In East Asian tradition,emotional aspects (Kansei) have been recognised at least equally fundamental andimportant in all forms of human life, if not considered to be more important than theintellectual aspect.

In the context of product development Kansei can be referred to as:

[. . .] the impression somebody gets from a certain artefact, environment or situation using allsenses of vision, hearing, feeling, smell and taste as well as cognition (Nagamachi, 1989).

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3. Kansei/affective engineeringResearch in Japan during the 1970s on integration of affective values into products wasmainly referred to as emotional engineering (Nagamachi (1989). In the 1980s themethod spread rapidly in the Japanese car industry and in 1986, Yamamoto, thepresident of Mazda, coined the technique “Kansei engineering” when he gave lecturesabout “car culture” at Michigan University. At this lecture he suggested to applyKansei engineering in car design (Lee, 1992, p. 377). Under this term the methodologyspread to Western industry.

In Europe many companies had their own methods for evaluation of the affectiveimpact of their products. The academic approach started in different disciplines in the1990s. Industrial design, mechanical engineering, psychology and ergonomics aresome of these disciplines, and many different names evolved such as emotionalengineering, emotional design, design for pleasure, Affective engineering, Kanseiengineering, etc. Kansei engineering is in Europe often considered as a methodologywithin the research field of affective engineering. In Japan, on the other hand, Kanseiengineering is more or less regarded as a product design philosophy.

Some researchers have tried to define the content of the Kansei engineeringmethodology. Shimizu and Sadoyama (2004) state that:

Kansei engineering is used as a tool for product development and the basic contents aredescribed shortly as follows: Identification of product properties and correlations betweenthose properties and the design characteristics (Shimizu and Sadoyama, 2004).

Figure 1 presents how Kansei engineering works in principle.The psychological feelings (including emotions, moods, impressions, etc.) are

collected using suitable methods, e.g. Semantic Differential Method, which is one of thecore methods in Kansei engineering. These data are used to build up a Kanseiknowledge base (a Kansei engineering system) using statistical methods. Thisdatabase establishes the links between the feelings and product properties. In this wayit is possible to understand how the choice of certain product attributes (properties)may affect the emotional perception of the whole product. The following example mayhelp in understanding the Kansei engineering methodology.

A company producing chocolate products provides different chocolate bars for aregional market. They have noticed that the market share of the different products is

Figure 1.Kansei engineering

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different without really knowing why. To understand why they conducted a customersurvey using affective engineering methods and found out that few product propertiesare driving certain impressions. For example eating chocolate bars gives a badconscious for many people and they feel before and after eating that they should nothave done it. However, if chocolate bars give a light and sporty feeling they may notfeel as guilty as eating a bar which gives a heavy and sweet feeling.

In a next step they surveyed the market for products giving a light and sportyfeeling. Comparing these products with each other revealed that light brown chocolatewith air bubbles and wafer baking inside will give the desired impression. With thisinformation a new product can be created aiming towards this Kansei ( ¼ light andsporty feeling).

The example shows how Kansei engineering may effectively be used for newproduct creation. Kansei engineering has proven to work fine in such cases but what ishappening inside the customer’s mind is often difficult to say.

Different functional models have been developed to describe the psychologicalprocesses behind the methodology. The most common type of model focuses onpractical process mapping of grasping and translating the Kansei into productproperties. Figure 2 is an extension of a model developed by Lee et al. (2002).Outgoing from the model Schutte (2005) added an explanation about what inprinciple happens inside the human brain, and what the outcome is from apsychological point-of-view.

A sensory input from one or several of the senses of hearing, sight, smell, taste andtouch leads to the building of Kansei. If necessary also other more complex senses canbe used such as a sense of balance. At the same time a Chisei (intellectuality,rationality), a type of logical cognitive awareness is built up by the same input,building knowledge through learning processes. In Kansei engineering this process isutilized to study participants interacting with product samples getting emotionalexperiences. This experience (Kansei) is then expressed verbally or throughbehaviours. By collecting the way the participants react, researchers can drawconclusions about participants’ and hence customers’ experiences (representation ofthe Kansei).

In the case of the chocolate bar, external stimuli are a variety of chocolate bars givento the participants who test several of them by first looking at the bars, then unpackingthem and finally eating them. Consequently, taste and smell of the chocolate areprimary sensorial data. Other factors might be the chewing into a Kansei and acorresponding Chisei. The data required for affective development of new products are

Figure 2.The working principle ofKansei engineering

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therefore both Kansei and Chisei words (logical and technical specifications). Theparticipants’ spontaneous reactions are collected before the customer has time to thinkabout it in detail.

3.1 A model on Kansei engineering methodologyIn Japanese publications different types of Kansei engineering have been identified andapplied in different contexts. Schutte (2005) examined all these types of Kanseiengineering and developed model covering the contents of Kansei engineering. Themodel is presented in the Figure 3.

3.2 Choice of domainThe domain in this context describes the overall idea behind the product type ingeneral. Choosing the domain includes the definition of the intended target group anduser type, market-niche and type, and the product group.

Choosing and defining the domain is carried out by using existing products as wellas new concepts and not-yet-known design solutions, and using this information adomain description is formulated serving as basis for further evaluation. For thechocolate bar manufacturer the main contents of the domain definitions are shown inTable I. It is seen that the company decided to focus on two different domains withdifferent products. It is expected that healthy chocolate snacks may have a marketpotential in domain 2 where the target group consists of males and females with auniversity background living in major cities.

3.3 Span the semantic spaceThe expression semantic space was addressed for the first time by Osgood et al. (1957)who posed that every artefact can be described in a vector space defined by semantic

Figure 3.A model on Kansei

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expressions (words). This is done by collecting a large number of words describing thedomain. Suitable sources are pertinent literature, commercials, manuals, specificationlists, experts, etc.

Experience shows that most words and verbal expressions describing products areadjectives. Depending on the context the number of words identified typically variesbetween 20 and 800. The raw data collected is three-way data, i.e. the data can bestacked in three dimensions. Each data cell contains a number from 1 to 7 (dependingon the measurement scale – other scales may be 1 to 9 or 1 to 5), representing asubject’s judgment of a Kansei word related to a particular concept (product).

The raw data are then analysed using mathematical methods such as factoranalysis and cluster analysis (Ishihara et al., 1998). Factor analysis reduces the numberof data by constructing new latent factors explaining the original data set. In this wayit is possible to answer questions of how the different words are related to each other,in which way they affect understanding of a meaning (a latent factor), and how theymay support future prototype experiments. From the analysis of the semantic spacerelevant words are selected representing the different dimensions, and the selectedwords are linked to product properties.

In the chocolate bar example the relevant words were identified using sources likecustomers’ and manufacturers’ language describing the relevant domains, but alsoverbal expressions used in ads and commercials. Among others the following wordswere identified as Kansei words: delicious, delightful, juicy, light, luxurious, nutritious,tasty, sporty, and unusual.

3.4 Span the space of propertiesThe next step is to span the space of product properties relevant to the semantic space.the space of product properties is a collection of selected product properties for furtherevaluation.

The collection of product properties representing the domain is done from differentsources such as existing products, customer suggestions, possible technical solutionsand design concepts etc. To select properties for further evaluation a Pareto-diagram(compare with Dahlgaard et al., 2002) can assist the decision between important andless important properties.

In the chocolate bar example an original set of 14 different product items (properties)were identified and presented to target group customers who rated them by assigning atotal of ten points between those items (properties) they personally believed to be themost important ones. The data was used to construct a Pareto-diagram, and the fourmost important items (properties) were chosen for evaluation: size, shape, colour, andbrand. The remaining items (properties) were dismissed. Figure 4 demonstrates how thePareto chart for the chocolate bar looked like.

Attributes Domain 1 Domain 2

Gender Male Male and femaleEdu background High school UniversityRegion Rural areas Major citiesProducts Traditional chocolate snack Healthy chocolate snack

Table I.Domain definition for thechocolate bar

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3.5 SynthesisIn the synthesis step the Semantic Space and the Space of Properties are linkedtogether as displayed in Figure 5. Connections between abstract feelings and technicalspecifications are established and quantified. For every Kansei word a number ofproduct items (properties) are found affecting the Kansei word.

Most common tools for linking the Kansei words with product items are:. category identification (Nagamachi, 2001);. regression analysis/quantification theory type I;. rough sets theory (Mori, 2002);. genetic algorithm (Nishino and Nagamachi, 1999); and. fuzzy sets theory (Shimizu and Jindo, 1995).

In the chocolate bar example, linkages between Kansei words and the product itemswere done using multiple linear regression analysis. For each Kansei word correlationand regression coefficients were determined for estimation of the direction and thestrength of the affects.

Figure 5.Synthesis phase

Figure 4.Pareto chart for chocolate

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3.6 Model building and test of validityThe final step of validation now remains. This final step is done in order to check if theprediction model is reliable and realistic. If the prediction model fails it is necessary toupdate the Space of Propertiesand the Semantic Spaceand consequently refine the model.

A method to simplify presentation of the results is to present the most importantresults of the model in a resulting table. For the chocolate bar example see Table II.

PCC, which stands for partial correlation coefficient, indicates the relative importanceof the specific item for the rating of delicious. Apparently, shape is the most importantitem to design for if a high impression of delicious is required. CS, which stands forcategory score, is equal to the regression coefficients. In this case the edges should besmooth (CS ¼ 0.5). Sharp edges in fact decrease the impression of deliciousness.

An optimal delicious chocolate bar should, according to the results in Table II,possess smooth edges, be light brown in colour, be large and carry the brand of themanufacturer.

4. From Kansei/engineering to affective engineering design and attractivequality creationWhen considering the future, we are quite convinced that Kansei/affective engineeringas a philosophy in designing products and services will get increased interest all overthe world. From many fronts we receive clear signals that people today care more andmore about whether products and services match and appeal to their feelings,emotions, personal life styles, identities, and even moral/ethical preferences. The mostattractive products/services of tomorrow will in our view be designed to satisfy alldimensions of human needs – manifest as well as latent needs. To be successfulcompanies have to attain a profound understanding on the complexity of human’sdifferent needs and the power of satisfying these needs.

The research foundation of affective/Kansei engineering should in our views aim atunderstanding and balancing the satisfaction of the “Trinity of Human Needs”(Dahlgaard-Park and Dahlgaard, 2003):

. physical or biological needs;

. mental/psychological needs (embracing emotional, intellectual, social andaesthetic needs); and

. spiritual or ethical needs.

By understanding the “Trinity of Human Needs” and by making efforts to build thesecomplex human needs into new products and services Kansei/affective engineering

Item PCC Category CS

Size 0.4 Large 0.1Small 20.3

Colour 0.4 Light brown 0.5Dark brown 20.1

Shape 0.8 Sharp edges 20.4Smooth edges 0.5

Brand 0.1 Our brand 0.7Competitor brand 0.3

Table II.Result for the chocolatebar Kansei word“delicious”

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researchers will definitely be able to contribute with quite new research applicationswhich may increase people’s quality of life. By working more explicitly with the “Trinityof Human Needs” affective/Kansei engineering may also be able to give clear input tounderstanding and developing a company’s image and product branding which matchbetter to the increased awareness and demands of sustainability. This should in ourview be one of the core applications of “New Kansei/affective engineering”.

Let us illustrate this core with an example. In 1998 two of the authors of this articlewere involved in a transformation process in Pioneer Denmark (Dahlgaard-Park andDahlgaard, 2003a, b). The background of the transformation process was that PioneerElectronics had competition problems on the world markets especially with the othertwo Japanese competitors – Sony and Matsushita Electronic Corporation (Panasonicetc.). To start a transformation process aiming at changing the image of Pioneer and itsproduct branding, the president of Pioneer gave a New Year speech to top managersfrom Pioneer companies all over the world. In this New Year speech he announcedPioneer Electronic Corporation’s new corporate identity, which at the same time wasannounced as the corporation’s Vision 2005. The vision was presented with a treemetaphor picture as shown in Figure 6.

The key message from Pioneer’s president was that all efforts from companies andemployees all over the world must now be focused on the goal – customer satisfactionis our ultimate goal. But this ultimate goal can only be achieved if employees all over

Figure 6.Pioneer ElectronicCorporation’s newcorporate identity

(Vision 2005)


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the world in their different jobs participate actively in understanding the differentdimensions of customer needs and problems. Having understood the variation,interdependence and depth of customer needs then people can begin to design newproducts which may be able to “move the heart and touch the soul”. People maygradually understand that attaining such a state requires that the customers will havepositive experiences related to sensing, cognition, morality, action (self-realization),and social relations. All these experiences will together determine if the product will“move the heart and touch the soul”.

Based on our research and observations from the First European Conference onKansei/affective engineering, our previous discussions and reflections on the Pioneermetaphor above, and by combining research on human needs (especially the suggestedTrinity Model for Human Needs,) we suggest the following structural model as a possibleexpanded framework for future Kansei/affective engineering research studies (Figure 7).As can be seen in the model profound affection is a result of six enabler factors:

X1: Sensing experience/the five senses. Sensing experiences are often in Kanseiengineering related with emotions, but seen from a product developmentviewpoint it makes sense to regard it as an independent factor which also maybe related to other factors of the model in Figure 7. Simple questions to askcould be: Is the product nice to see, nice to hear, nice to touch, nice to smell,and nice to taste?

X2: Emotional experiences (Kansei). Emotional experience is a result of sensingexperience and is more comprehensive than each individual sensingexperience.

X3: Behavioural experiences/action. These experiences reflect user behaviourswhen interacting with products and services. Questions to ask: Is the productuser friendly? Comfortable? Do users feel unity with the product or alienation?

Figure 7.A structural model forbuilding “ProfoundAffection”

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X4: Social experiences/interactions and relations. Products are here regarded asinstruments for building social interaction & relations. Question to ask: Is theproduct strengthening your social relationships and interactions? Productexamples: Mobile telephone, MP3, internet, blocs, etc.

X5: Spiritual experiences/moral, ethics. Customers of today are now concernedmore on spiritual experience including moral and ethics of producing, usingand scrapping the products. Questions to ask: Is the product/service producedethically correct? Is the product dangerous or polluting the environment? Howare the products contributing to global warming, etc?

X6: Intellectual experiences/cognition. These experiences are related to traditionalquality attributes belonging to the basic/ must-be quality dimension.Questions to ask: What and how are the functions of the product? Are theyfunctioning logically? Is the product reliable, safe, etc.?

As the model shows “Profound Affection”, where customers’ hearts are moved andtheir souls are touched, is a very comprehensive state, which is a result of acombination of sensing, intellectual/cognitive, emotional, social, behavioural andspiritual experiences. “Profound Affection” is not only a result of sensing or emotionalexperiences.

Because the Japanese terminology Kansei gives associations of sensing andemotional aspects only and does not embrace other essential aspects such as spiritual,intellectual, social aspect etc., as shown in Figure 7, we suggest adopting theterminology of affective engineering design instead of Kansei engineering when theresearch aims at understanding the broader scope of “Profound Affection”.

As said above, an observation from the QMOD conference is that Kanseiengineering is widening its application areas from traditional product design to servicedesign and other areas. When doing that it is a necessity to broaden the traditionalscope of Kansei engineering to the new scope of “Profound Affection”. We thereforesuggest that Kansei engineering researchers in the future should not be too narrow intheir research. Think “New Kansei engineering” which we call “affective engineeringdesign”. Go back to basics, understand human needs, and then try to understand theenablers for moving people’s hearts and touching their souls. In this process there is aneed for effective and efficient statistical tools for identifying and understanding thefollowing important detailed relationships behind Figure 7.

Profound Affection ¼

(1) X1 þ X2 þ X3 þ X4 þ X5 þ X6 (one factor contributions);

(2) þ XiXj þ (interactions 2x2);

(3) þ XiXjXk þ (interactions 3x3);

(4) þ XiXjXkXl þ (interactions 4x4);

(5) þ XiXjXkXlXm þ (interactions 5x5); and

(6) þ X1X2X3X4X5X6 (interactions 6x6).

We will end this article by shortly commenting on the six enabling factors above.By these comments we also indicate that the relevant contributions to building

Profound Affection depend on the context. For some products or services all one- factor


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contributions may be important enablers as well contributions from several of thepotential interaction effects, while for other products maybe only a limited number ofone-factor contributions may be relevant. However, it is our belief, that the structuralmodel in Figure 7 can be used systematically in building new innovative products orservices with a Profound Affection, which will attract the customers ( ¼ AttractiveQuality Creation). For that purpose we believe that the model could be used as a checkin every phase and gate of major product development processes, from ideation tomarket launch and post implementation review.

References

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Further reading

Alikalfa, E. (2006), “Designing quality feeling in a reach truck – a Kansei engineering approach”,Institute of Technology, Linkoping University, Linkoping, p. 147.

Choi, K. and Jun, C. (2007), “A systematic approach to the Kansei factors of tactile senseregarding the surface roughness”, Applied Ergonomics, Vol. 38 No. 1, pp. 53-63.

Hanako, K. (2004), “Information retrieval by taste impression with an integrated metadataextraction mechanisms”, Information Processing Society of Japan (IPSJ), Vol. 71, pp. 145-52.

Kanda, T. (2005), “Evaluation of human meal Kansei using AHP”, Networking, Sensing andControl, 2005: Proceedings: 2005 IEEE, March, pp. 431-6.

Kano, N. (2001), “Life cycle and creation of attractive quality”, Proceedings of the 4th QMODConference, Linkopings University, Sweden.

Makoto, K. (2001), “Perception of deliciousness and Kansei biosensing technologies, the sense ofsmell”, Foods & Food Ingredients Journal of Japan, Vol. 193, pp. 47-56.

Nagai, H. (2002), “Application of Kansei engineering for new production development forbeverages”, Foods and Food Ingredients Journal of Japan, Vol. 202.

Nagamachi, M. (1995), “Kansei engineering: a new ergonomic consumer-oriented technology forproduct development”, International Journal of Industrial Ergonomics, Vol. 15, pp. 3-11.

Nagamachi, M. (2002), “Kansei engineering as a powerful consumer-oriented technology forproduct development”, Applied Ergonomics, Vol. 33 No. 3, pp. 289-94.

Nishio, C. (1994), “Marketing models by neural network”, Operations Research, Vol. 39, pp. 203-8.

Penfield, W. and Rasmussen, T. (1950), The Cerebral Cortex of Man: A Clinical Study ofLocalization of Function, Macmillan, New York, NY.

Schutte, S.T.W. (2002), “Designing feeling into products-integrating Kansei engineeringmethodology in product development”, Institute of Technology, Linkoping University,Linkoping, p. 184.

Schutte, S. and Eklund, J. (2004), “Concepts, methods and tools in Kansei engineering”,Theoretical Issues in Ergonomics Science, Vol. 5, pp. 214-32.

Spector, P.E. (1992), Summated Rating Scale Construction: An Introduction, Sage, Newbury Park,CA.

Corresponding authorJens J. Dahlgaard can be contacted at: [email protected]


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