Abstract
In the field of marketing, questionnaires are often carried out in order to formulate a marketing
strategy by analyzing acquired data. In conventional analysis method, first, those data are classified based
on the attributes such as age, gender, and so on. Then the characteristics of those groups are analyzed
using statistical methods. On the other hand, the authors have tried to find out "individuality" from
questionnaire data (Kansei data). In SD(Semantic Differential) method, subjects express their impressions
to each object by giving an evaluation value for each impression word. In the evaluation, there is much
individual difference of impressions not only to each object but also to using evaluation values themselves.
It is thought that this individuality for the evaluation values can be found in the difference of the frequency
in use of evaluation values. This paper assumes that the difference of the use of evaluation values is also
one of the individualities of subjects and studies a new analysis method based on this individuality.
