Japan Marketing Journal
Online ISSN : 2188-1669
Print ISSN : 0389-7265
Special Issue / Invited Peer-Reviewed Article
Design Effectiveness in the Early Stages of the Product Development Process:
Value of Semantic Activation in Haptic Perception
Makoto Ogawa
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2019 Volume 38 Issue 4 Pages 47-62


One of the objectives of the concept test is to gather ideas to improve the product. However, prior research has not examined whether there is any difference in the collection of ideas depending on what is used in the concept test. The authors demonstrate that you can get more ideas for improvement by utilizing a design that you can touch in the early stages of development. The authors examine the concept test of toilet paper to 97 people with 4 kinds of presentations (sentence, graphic design, touchable prototype design, and video). As historical research on haptic perception shows, a touchable prototype design improves the collection of ideas through the activation of semantic concepts. The authors’ findings suggest that the use of a touchable prototype design in the early stages of development is effective in obtaining the idea of improvement and this result can explain why utilization of a prototype is effective in design thinking.

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