Segmentation in Kansei Engineering Studies Based on the Emotional Response

Lluis Marco-Almagro
Universitat Politecnica de Catalunya / BarcelonaTech, Spain

Xavier Tort-Martorell
Universitat Politecnica de Catalunya / BarcelonaTech, Spain

Simon Schütte
Linköping University, Sweden

Ladda ner artikel

Ingår i: KEER2018, Go Green with Emotion. 7th International Conference on Kansei Engineering & Emotion Research 2018, 19-22 March 2018, Kuching, Malaysia

Linköping Electronic Conference Proceedings 146:25, s. 231-238

Visa mer +

Publicerad: 2018-03-13

ISBN: 978-91-7685-314-6

ISSN: 1650-3686 (tryckt), 1650-3740 (online)


Socioeconomic and demographic data of participants are often collected when performing a Kansei Engineering study for stratification purposes. This paper offers an alternative stratification procedure, directly based on the emotional response that participants give to prototypes. This approach can deliver groups that are more meaningful for the Kansei Engineering study. Socioeconomic and demographic data (among other kinds of data) can then be used to characterize the obtained emotional groups.


Hierarchical cluster analysis, customer segmentation, Kansei engineering study


Inga referenser tillgängliga

Citeringar i Crossref