Design Effectiveness in the Early Stages of the Product Development Process:
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...
| Main Author: | |
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| Format: | Article |
| Language: | Japanese |
| Published: |
Japan Marketing Academy
2019-03-01
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| Series: | Maketingu Janaru |
| Subjects: | |
| Online Access: | https://www.jstage.jst.go.jp/article/marketing/38/4/38_2019.016/_html/-char/en |
| _version_ | 1811291429850316800 |
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| author | Makoto Ogawa |
| author_facet | Makoto Ogawa |
| author_sort | Makoto Ogawa |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-04-13T04:29:15Z |
| format | Article |
| id | doaj.art-206e5aca29f041f3aec5883b88bc7a4d |
| institution | Directory Open Access Journal |
| issn | 0389-7265 2188-1669 |
| language | Japanese |
| last_indexed | 2024-04-13T04:29:15Z |
| publishDate | 2019-03-01 |
| publisher | Japan Marketing Academy |
| record_format | Article |
| series | Maketingu Janaru |
| spelling | doaj.art-206e5aca29f041f3aec5883b88bc7a4d2022-12-22T03:02:22ZjpnJapan Marketing AcademyMaketingu Janaru0389-72652188-16692019-03-01384476210.7222/marketing.2019.016marketingDesign Effectiveness in the Early Stages of the Product Development Process:Makoto Ogawa0PLUG Inc.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.https://www.jstage.jst.go.jp/article/marketing/38/4/38_2019.016/_html/-char/enproduct developmentdesign thinkingconcept testhaptic perceptiondesign |
| spellingShingle | Makoto Ogawa Design Effectiveness in the Early Stages of the Product Development Process: Maketingu Janaru product development design thinking concept test haptic perception design |
| title | Design Effectiveness in the Early Stages of the Product Development Process: |
| title_full | Design Effectiveness in the Early Stages of the Product Development Process: |
| title_fullStr | Design Effectiveness in the Early Stages of the Product Development Process: |
| title_full_unstemmed | Design Effectiveness in the Early Stages of the Product Development Process: |
| title_short | Design Effectiveness in the Early Stages of the Product Development Process: |
| title_sort | design effectiveness in the early stages of the product development process |
| topic | product development design thinking concept test haptic perception design |
| url | https://www.jstage.jst.go.jp/article/marketing/38/4/38_2019.016/_html/-char/en |
| work_keys_str_mv | AT makotoogawa designeffectivenessintheearlystagesoftheproductdevelopmentprocess |