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Research Methodologies

Quantitative Approaches

Behavior prediction

To create a model for predicting selection and purchase behavior whereby the probability of the target consumer behavior can be predicted
- Logistic regression analysis
To gain an intuitive understanding of consumers' decision-making processes through an artificial mathematical model of the subtle, unverbalized information-processing that takes place in the human brain
- Neural network

Ranking

To obtain a ranking of target items that appropriately measures and reflects consumers' degree of preference
- Paired comparison

Targeting

To explore the specific features of consumer segments for a marketing strategy
- Linear discriminant analysis
- Cluster analysis
- Latent class analysis

Factor exploration

To explore the latent factors behind consumer behavior and preferences
- Factor analysis
To understand the mechanism driving consumer preference
- Covariance structure analysis
To find, from among many correlating variables, the cause-effect relationships that are really important
- Graphical modeling
To analyze the criteria that determine consumer behavior, including the degree of importance placed on product selection criteria
- Group analytic hierarchy process (AHP)
To explore the factors involved in preferences and purchase behavior that consumers themselves are not aware of
- Conjoint analysis
To select the best product based on an analysis of the relative influence of the various factors involved in consumer behavior and preferences
- Principle component analysis

Product mapping

To understand the similarities between products in consumers' minds
- Correspondence analysis
- Multidimensional scaling
To explore what kind of product should be made when entering a niche market
- Exploratory positioning analysis

Concept creation

To explore what kinds of designs would appeal to what kinds of consumers
- Rough set

Qualitative Approaches

Understanding the reasons for opinions

To get an understanding of opinions in the context of individuals' lifestyles, values, and tastes
- One-on-one interview
To see how a product is actually used and gain a deeper understanding of the circumstances surrounding usage
- Home visit interview
To see how a product is actually used and gain a deeper understanding of the cultural, historical, and lifestyle-related factors involved
- Ethnography
To understand the similarities between products in consumers' minds
- Positioning map

Understanding the reasons for behavior

To identify problems with a product via observation of usage behavior
- Eye tracking
To understand reasons for behavior and problem areas via on-site observation of behavior
- Shadowing

Making use of interaction

To gain a deeper understanding/to hear out different opinions via relatively homogeneous groups
- Group interview

Mutual understanding of influence

To understand what physical and psychological values the product features are linked to
- Evaluation Grid Method

Giving concrete expression to abstract values

To create a shared vocabulary for expressing psychological phenomena that are difficult to verbalize
- Photo sorting

Professional opinion/evaluation

To collect professional, “bird's eye-view” opinions/To hear opinions inclusive of technical trends
- Professional interview
To collect opinions from top professionals in other fields/To coraborate and exchange ideas for product development
- Creator workshop

Usability/Human-Centered Design

User study

To identify users, their usage behavior, and the reasons for their behavior
- User scenario method (Contextual inquiry)
- Ethnography/Fieldwork

Design concept development via persona-scenario methodology

To draw up a design concept through the behavior of an imaginary user (persona)
- Work model analysis
- Persona creation/Behavior scenario creation

Prototyping

To create a design that is based on users' needs and demands while cutting development costs
- Paper prototyping

User test

To conduct tests from the prototype stage to the completed product stage with the objective of identifying problems
- Think aloud protocol user test
To see quantitatively the degree to which a task is achieved, and assess the effect of improvements
- Performance test
To enhance the objectivity of tests by analyzing human eye movements
- Eye tracking

Professional evaluation

To identify problems and areas for improvement by having experienced usability engineers evaluate the interface
- Heuristic evaluation/Cognitive walkthrough

Composite Approaches

Evaluation of actual products by target users

To obtain quantitative/qualitative evaluations of confidential materials
- Central location test
- Clinic

Quantification of, and understanding the relationships within, natural language

To understand the incidence and relationships of words in open-ended text
- Text mining

Quantifying and visualization of users' line of vision

To gain a quantitative understanding of eye movements on the target material
- Eye tracking

Design/Concept development support

To collect reference materials and opinions on design/To work collaboratively on design
- Design creation support

Research Methodologies

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