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IJAT Vol.16 No.6 pp. 807-813
doi: 10.20965/ijat.2022.p0807
(2022)

Paper:

Extraction and Design of Favorite Products Through Analyzing Customer Latent Preferences

Ryosui Koga and Hideki Aoyama

Keio University
3-14-1 Hiyoshi, Kohoku-ku, Yokohama, Kanagawa 223-8522, Japan

Corresponding author

Received:
March 19, 2022
Accepted:
September 28, 2022
Published:
November 5, 2022
Keywords:
product design, latent preference, behavior observation, neural network
Abstract

In the wake of rapid advances in design and production technologies, differentiating products based on their quality has become a challenge. Against this backdrop, design has become an important factor in determining product value. Design is a creative activity influenced by the experience and sensitivity of designers, who are required to understand the preferences and needs of customers and reflect them in their designs. Accordingly, there is a need to efficiently determine customer preferences. Although it is possible to extract customers’ apparent preferences through interviews and questionnaires, these may be arbitrary. Additionally, to respond to the recent diversification of customer preferences, it is not enough to understand apparent preferences; latent preferences must also be extracted. However, they are vague and cannot be expressed in words by the customers. Unfortunately, a practical method for extracting latent preferences has not yet been developed. In this study, we propose a method for extracting latent customer preferences. We develop a system for recommending products that customers are likely to prefer from among existing products, and develop a system for creating original product designs that customers are expected to prefer. We experimentally verify the usefulness of this method.

Cite this article as:
R. Koga and H. Aoyama, “Extraction and Design of Favorite Products Through Analyzing Customer Latent Preferences,” Int. J. Automation Technol., Vol.16, No.6, pp. 807-813, 2022.
Data files:
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Last updated on Dec. 01, 2022