Understanding users’ choices is the key to both plan and design a product having higher chances of market success. Designers and mar-keting professional adopt different approaches for such investigation and the lack of a shared perspective between them can represent, by itself, one of the causes of no success in the market arena. This paper presents an approach that aims at focusing on how customers/users in-terpret product features and link them to their own needs. The theoret-ical framework behind the proposed approach is based on the latest updates of the situated FBS framework. An illustrative application in the field of sport shoes clarifies strengths and weaknesses of the pro-posal.
Exploring the Cognitive Dynamics of Product Appreciation
BECATTINI, NICCOLO';CASCINI, GAETANO;
2017-01-01
Abstract
Understanding users’ choices is the key to both plan and design a product having higher chances of market success. Designers and mar-keting professional adopt different approaches for such investigation and the lack of a shared perspective between them can represent, by itself, one of the causes of no success in the market arena. This paper presents an approach that aims at focusing on how customers/users in-terpret product features and link them to their own needs. The theoret-ical framework behind the proposed approach is based on the latest updates of the situated FBS framework. An illustrative application in the field of sport shoes clarifies strengths and weaknesses of the pro-posal.| File | Dimensione | Formato | |
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