1. Overall subjective assessment

1.1 Presentation of techniques

We begin with non-questionnaire-based assessment techniques, in particular semi-structured interviews. The other three techniques presented below are based on interview questionnaires comprising a set of variables to be tested, each associated with a scale. In the latter case, these techniques provide an overall subjective assessment of a product, based on a set of evaluations carried out on variables including "difficulty of use". This type of tool is used in marketing, for example, to assess the importance of the various motives and disincentives that determine whether or not to buy a product, most often following semi-structured interviews that reveal these motivational variables (motives and disincentives). Throughout this chapter, our progression...