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Research Opportunities Related to Consumer Response to Product Design

机译：消费者对产品设计的反应相关的研究机会

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摘要

This essay identifies five research opportunities that concern consumer response to product design. The first opportunity involves the need for more research on the interaction between form and function in consumer product evaluations. To this end, more knowledge about how product appearance characteristics influence consumer evaluation of both product form and function, and how this differs between countries and in time, is needed. The second research opportunity concerns the influence of consumer input in the front end of new product development on product success. Although the positive effect of market information use on product success is known, more actionable insight into which consumer information or input is beneficial in which circumstances is largely missing. The third opportunity for research concerns how to include subjective product attributes in concept testing. Getting valid feedback from consumers, which includes functional as well as emotional and experiential aspects, can improve proficiency in the early stages of product development. In this essay, several ways of approaching this research endeavor are highlighted. Next to enhancing market receipt and the assessment of product design, two topics that concern consumer response to product design from a more managerial viewpoint are identified. The first of these is strategic management of product styling. The importance and opportunities of visual design for brand management has gained more attention in the literature; different strategies and the cases in which they are beneficial are issues for further research. And finally, the design of product service systems (PSSs) provides opportunities for future research. Here, engendering perceptual unity between products and services and an explicit managing of meanings and feelings that PSSs should communicate are issues at play.
机译：本文确定了五个与消费者对产品设计的响应有关的研究机会。第一个机会涉及需要对消费品评估中形式与功能之间的相互作用进行更多研究。为此，需要更多有关产品外观特征如何影响消费者对产品形式和功能的评估以及不同国家和时间之间差异的知识。第二个研究机会涉及新产品开发的前端中的消费者输入对产品成功的影响。尽管市场信息使用对产品成功的积极影响是众所周知的，但在很大程度上缺少这种情况下，对于哪些消费者信息或输入有益的更具洞察力的见解。第三个研究机会涉及如何在概念测试中包含主观产品属性。从消费者那里获得有效的反馈，包括功能以及情感和体验方面的反馈，可以提高产品开发早期阶段的熟练程度。在本文中，着重介绍了进行此研究工作的几种方法。除了增强市场知名度和对产品设计进行评估之外，还确定了两个主题，这些主题涉及从管理角度出发的消费者对产品设计的响应。首先是产品样式的战略管理。视觉设计对品牌管理的重要性和机遇在文献中得到了越来越多的关注。不同的策略及其有益的情况是有待进一步研究的问题。最后，产品服务系统（PSS）的设计为将来的研究提供了机会。在这里，要在产品和服务之间建立感知上的统一，并明确管理PSS应该传达的含义和感觉，这在起作用。

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  • 来源
    《Journal of product innovation management》 |2011年第3期|p.405-408|共4页
  • 作者

    Marielle E. H. Creusen;

  • 作者单位

    Marielle E. H. Creusen, Delft University of Technology, Faculty of Industrial Design Engineering,Department of Product Innovation Management, Landbergstraat 15,2628 CE Delft, The Netherlands.;

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