2011 Volume 10 Issue 2 Pages 193-203
In the positioning analysis performed during design development, the external preference analysis in which PREFMAP method is used has negative ideal points and saddle points, making it difficult to interpret the desired position of the design. This paper proposes a preference regression method that fits a preference function similar to a Gaussian probability density function to improve the effectiveness of the positioning analysis. Because this method can express individual preferences on a perceptual map of the consumer without any sense of incongruity, it can help designers easily interpret the desired design position. An experiment using the product design of digital still cameras confirmed the effectiveness of the proposed method.