5. Modeling perceptions

You then need to determine which objective measures, intrinsic to the products, are potential candidates to explain the variability observed on the perceptual measures. Determining these measures depends, of course, on the product in question. In addition to the intuition of the project manager and experts in the field, it is based on the following recommendations:

• perform a physical analysis of the product/subject interaction to determine the influencing physical parameters (cause-effect diagram);

• ask subjects, during the free product verbalization test, which product attributes reinforce or inhibit the perceptual dimension under consideration;

• be based on the results of psychophysics in the field of study under consideration.

The final...