Measurement of Headlight Form Preference Using a Choice Based Conjoint Analysis

Swamy, Surya; Orsborn, Seth; Michalek, Jeremy J.; Cagan, Jonathan

doi:10.1115/detc2007-35409

Cited by 16 publications

(13 citation statements)

References 16 publications

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“…In Kelly, et al's work, two attributes were varied to generate different shape of a cola bottle [21]. In Swamy, et al's work, four-control-point Bezier curves were defined to generate the shape of a vehicle headlight [22]. In Orsborn, et al's study, seven attributes were determined to fully describe the outline of an SUV [4].…”

Section: Conjoint Analysismentioning

confidence: 99%

An Investigation on the Inconsistency of Consumer Preferences for Product Appearance: A Case Study of Residential Solar Panels

Bao

El-Férik

Shaukat

et al. 2014

Volume 7: 2nd Biennial International Conference on Dynamics for Design; 26th International Conference on Design Theory and Meth

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The MIT Faculty has made this article openly available. Please share how this access benefits you. Your story matters. ABSTRACTThe importance of the appearance of consumer products is widely understood. This paper considers an evaluation of the appearance of a technology-oriented product, the residential solar panel, from the perspective of individuals. This study uses a quantitative approach, visual conjoint analysis, to determine preferences for product appearance of solar panels, and further explores how presenting a solar panel in its context of use can influence the consistency of consumer preferences. Approximately 200 survey respondents were shown two kinds of images of solar panels, one of a standalone panel and the other of a panel installed on a roof. Results show a significant shift of preferences when first showing the non-contextualized image and then showing the contextualized image. Such preference inconsistency provides insights with which to inform the process of user-needs revealing.

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Section: Conjoint Analysismentioning

confidence: 99%

An Investigation on the Inconsistency of Consumer Preferences for Product Appearance: A Case Study of Residential Solar Panels

Bao

El-Férik

Shaukat

et al. 2014

Volume 7: 2nd Biennial International Conference on Dynamics for Design; 26th International Conference on Design Theory and Meth

View full text Add to dashboard Cite

show abstract

“…Modeling these preferences as continuous by interpolating between the utility values of the discrete categories may provide increased insight into product design and R&D investment strategy. This is left for future work as it will require linking qualitative customer measurements to quantitative values, for example via customer trials[see 35,36].…”

Section: Figure 2 Part-worth Utilities Of Paper Towel Attributes Formentioning

confidence: 99%

“…These part-worths are shown in Fig. 2, and also detailed in [36] along with the part-worths , , , , , and , , for the competitors.…”

Section: Figure 6 Sensitivity Of Profit To κmentioning

confidence: 99%

An Investigation of Sustainability, Preference, and Profitability in Design Optimization

MacDonald

Whitefoot

Allison

et al. 2010

Volume 1: 36th Design Automation Conference, Parts a and B

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Customer preferences for sustainable products are dependent upon the context in which the customer makes a purchase decision. This paper investigates a case study in which fifty-five percent of survey customers say they prefer recycled paper towels, but do not purchase them. These customers represent a profit opportunity for a firm. This paper explores the impact of investing capital in activating pro-environmental preferences on a firm’s profitability and greenhouse gas (GHG) emissions through a multi-objective optimization study. A product optimization is designed to include models of carbon dioxide emissions, manufacturing costs, customer preference, and technical performance. Because the optimization includes a tradeoff between recycled paper and performance, a model of customer preferences, and a market of competing products, the maximum GHG reduction occurs at less than 100% recycled paper. Also, the tradeoff between GHG reductions and profit is not dictated by the configuration of the product, but instead by its price. These results demonstrate the importance of including customer preferences with engineering performance in design optimization. Investment in the activation of pro-environmental preferences is high at all points on the Pareto optimal frontier, suggesting that further engineering design research into the activation of pro-environmental product preferences is warranted.

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“…Similarly to a previous study [13], the shape of the headlight was modeled with two 4-control points Bezier curves (P0, P1, P2, P) for the upper contour and (P, P3, P4, P0) for the lower (Fig. 3).…”

Section: Introductionmentioning

confidence: 99%

“…A comparison of choice based and rating based conjoint concerning the design of cars' front-ends is presented in [12]. In [13], a method is proposed to measure customer preference of automobile headlights using Choice Based Conjoint analysis, and an interesting parameterization of the design variables of the headlights is defined. But the main limitation of conjoint analysis is that it works with qualitative factors, with various modalities (or levels).…”

Section: Introductionmentioning

confidence: 99%

Preference-oriented form design: application to cars’ headlights

Petiot

Dagher

2010

Int J Interact Des Manuf

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The integration of customer preferences is nowadays a challenge in new product development. In this paper, we describe a method which integrates the customer preferences for the design of geometrical forms. We illustrate the approach by the design of a car's headlight. From a product space, the method is based on the definition of a perceptual space, built by multidimensional scaling, and which lead to the definition of interpretable perceptual dimensions. Objective measures of the form, computed from the design variables of the design model, are selected to interpret the perceptual dimensions. These measures are representative of the overall form and of the curvature variations. At this level, the Fourier coefficients of a closed curve are used to represent the information on the curvature variations. Next, from the preferences of a customer, the target values of the selected measures corresponding to a preference optimum are calculated. We show in the paper the interest of this approach for the design of forms. The method is illustrated by the design of a car's headlight, modeled by Bezier curves and integrated in a front-end.

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Measurement of Headlight Form Preference Using a Choice Based Conjoint Analysis

Cited by 16 publications

References 16 publications

An Investigation on the Inconsistency of Consumer Preferences for Product Appearance: A Case Study of Residential Solar Panels

An Investigation on the Inconsistency of Consumer Preferences for Product Appearance: A Case Study of Residential Solar Panels

An Investigation of Sustainability, Preference, and Profitability in Design Optimization

Preference-oriented form design: application to cars’ headlights

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