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- W2765779019 abstract "Conjoint analysis has proven to be a useful method for decomposing and estimating consumer preference for each attribute of a product or service through evaluations of sets of different versions of the product with varying attribute levels. The predictive value of conjoint analysis is confounded, however, by increasing market uncertainties and changes in user expectations. We explore the use of scenario-based conjoint analysis in order to complement qualitative design research methods in the early stages of concept development. The proposed methodology focuses on quantitatively assessing user experiences rather than product features to create experience-driven products, especially in cases in which the technology is advancing beyond consumer familiarity. Rather than replace conventional conjoint analysis for feature selection near the end of the product development cycle, our method broadens the scope of conjoint analysis so that this powerful measurement technique can be applied in the early stage of design to complement qualitative research and drive strategic directions for developing product experiences. We illustrate on a new product development case study of a flexible wearable for parent-child communication and tracking as an example of scenario-based conjoint analysis implementation. The results, limitations, and findings are discussed in more depth followed by future research directions." @default.
- W2765779019 created "2017-11-10" @default.
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- W2765779019 date "2017-08-06" @default.
- W2765779019 modified "2023-10-17" @default.
- W2765779019 title "Scenario-Based Conjoint Analysis: Measuring Preferences for User Experiences in Early Stage Design" @default.
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- W2765779019 doi "https://doi.org/10.1115/detc2017-67690" @default.
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