The multi dimensional scaling: an interactive method for establishing perceptions of the appearance of products

In order to design successful products feedback from potential users is essential. Normally this is accomplished through market research that feeds back into the product development process. Market research relies heavily upon two distinct methods, the focus group and the questionnaire survey. The former delivers qualitative information in the form of language, while the latter delivers quantitative information in the form of numbers. Neither fits comfortably with the designers' preferred mode of communication: the visual. In addition, neither method is designed to discriminate between fine distinctions in the visual appearance of products. Finally, neither involves users in an interactive task that deals directly with the visual and does so in a way that requires only visual judgements. A method is presented here that overcomes these limitations. It derives from the semantic differential but, rather than relying upon statistical factor analysis, it uses a visual field format where participants manoeuvre and position products relative to one another in a visual space. The examples presented are from the car and motorcycle industries with participants from Australia and Malaysia. The resulting semantic differential profiles indicate user perceptions of the products on the dimensions of interest and the cross-cultural differences that emerge in such perceptions. A distinctive feature of this technique is the ease with which similarities and differences can be quickly assimilated and understood.