“…As integral participants in design activities, customers could directly affect the success of a new product via the degree of customer satisfaction (Ngo and O'Cass, 2012;Szainfarber et al, 2010 (Kärkkäinen et al, 2001), efficient and effective customer need assessment models (Kärkkäinen and Elfvengren, 2002), advanced integration of customer opinions into concept generation (Smith et al, 2012), optimization of customer comfortability of product (e.g. interface design (Chen and Liu, 2005)) and product redesign (Smith et al, 2012) Therefore, the term "extensive consumers" is used to represent all groups of personnel who might be involved in and have an impact on design activities.…”