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Published in:
2013 | OriginalPaper | Chapter
Proposal of a Research Methodology to Increase the Robustness of the Conjoint Trends Analysis Method through Its Formalization
Authors : Angela Cadavid, Jorge Maya
Published in: Smart Product Engineering
Publisher: Springer Berlin Heidelberg
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Nowadays, the product user experience (UX) is essential in the design of innovative products. Several methods assist in defining this UX. Some help to define the aesthetic appearance of a product (which conveys the desired UX). They are very precise but are also complex and expensive to use. Others are easy and inexpensive to use but imprecise. The Conjoint Trends Analysis Method (CTAM) lies between these two extremes. However, several CTAM’s instructions can be biased by the subjectivity of the CTAM user. Therefore, this research seeks to increase the CTAM robustness by formalizing instructions and making its concepts more explicit, aiming to increase its accuracy. Six experiments divided in four studies are proposed to respond to different research questions. Finally, there is a discussion on how the results can provide a basis from which to extract more robust guidelines for each step of the CTAM.