CN104820739B - Method of the consumer for SUV configuration design preferences is studied based on persona - Google Patents
Method of the consumer for SUV configuration design preferences is studied based on persona Download PDFInfo
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Abstract
Method of the consumer for SUV configuration design preferences is studied based on persona the invention discloses a kind of.The present invention includes the first step, and the configuration design to SUV is studied, and the critical design aspect of SUV configuration designs is defined by being layered grouping experiment, determines the different dimensions of design feature, and new SUV experiment samples are then generated by quadrature analysis；Second step, the SUV configuration design preferences of consumer are studied by preference experiment, consumer classified using preference as classification foundation, in combination with the feature of questionnaire and interview data definition per class crowd；3rd step, by Conjoint Analysis, the SUV vehicle picture proofs of every class crowd preference are drawn, ultimately generate the persona cards of different crowd.The present invention is not only that dealer and designer provide certain data reference and design guidance, final persona and can be directly used as targeted customer and apply among actual design cycle, has stronger market significance.
Description
Technical field
The present invention relates to the configuration design preference of consumer, more particularly to one kind based on persona research consumers couple
In the method for SUV configuration design preferences.
Background technology
Chinese Automobile Industry ' is undergoing the unprecedented high-speed developing period.Chinese automobile sales volume reaches within 2014
2349.19 ten thousand, increase by 6.86% on a year-on-year basis, wherein, SUV (Sport Utility Vehicle) sells 407.79 ten thousand, on year-on-year basis
Increase by 36.44%, SUV vehicles increasingly by consumer to be favored, cause the extensive concern of car market.Meanwhile with function
With increasingly sharpening for technology homogeneity, what is segmented market is increasingly competitive, and the appearance design of vehicle is increasingly becoming influence consumption
The deciding factor of person's decision-making.
SUV belongs in Chinese car market outside the SUV of relatively emerging vehicle, dealer and designer to Chinese Consumer's at present
Shape design preference lacks certain research, and target group's positioning is unintelligible for will be very unfavorable in the competition to segment market.
Persona, a kind of user study method in interaction design field：By studying the feature of crowd, the thin of crowd is carried out
Point, the behavior of subdivision crowd, motivation, target, demand etc. are refined, structure personage integrates prototype, forms persona personage's card,
For design direction and design object, through the overall process of design.
For this problem, the configuration design to SUV first is studied, and defining SUV profiles by being layered grouping experiment sets
The critical design aspect of meter, the different dimensions of design feature are determined, new SUV experiment samples are then generated by quadrature analysis；
Second step, the SUV configuration design preferences of consumer are studied by preference experiment, be classification foundation by consumer using preference
Classified, in combination with the feature of questionnaire and interview data definition per class crowd；3rd step, by Conjoint Analysis, draw every
The SUV vehicle picture proofs of class crowd's preference, ultimately generate the persona cards of different crowd.One is provided for dealer and designer
Fixed data reference and design guidance.
The content of the invention
Side of the consumer for SUV configuration design preferences is studied based on persona it is an object of the invention to provide a kind of
Method.
Based on persona study consumer for SUV configuration design preferences method the step of it is as follows：：
1) 60 sections of SUV hot topic vehicles are selected out from Chinese car market according to sales volume, popularity and public praise, then invite 10 specially
Industry Automobile Design teacher, by being layered grouping experiment, the side profile design to SUV is studied, identification SUV side profile designs
Critical design feature, and define a variety of design dimensions of different designs feature, form design feature table；
2) on the basis of design feature table, 32 new SUV design features is formed by quadrature analysis plan and combined, so
Afterwards with the help of professional Automobile Design teacher, 32 new SUV samples are finally drawn out, are tested for follow-up preference；
3) 100 SUV consumers are invited as subject, using in 2) 32 SUV samples are experiment sample progress preference experiment,
The Demographics and behavioural characteristic of subject are obtained in combination with survey and interview；
4) on the basis of the experimental data of step 3), according to the preference data of consumer by cluster analysis, most at last
Consumer gathers for 5 groups according to preference；Then the Demographics to 5 groups of crowds and behavioural characteristic carry out statistical analysis, fixed
The common feature of adopted each group of people group, including the information such as expectation, purpose, life style.
5) preference data of each group of people group in the step 4) obtained in step 3) is combined, by Conjoint Analysis, obtains every group
The design feature combination of the preference of people, and with the help of professional Automobile Design teacher, draw out the SUV profiles of each group of people group's preference
The line frame graph of design.In combination with the common feature of each group of people group obtained in step 4), the typical character of formation each group of people group
Card, i.e. persona card.
The present invention proposes to study method of the consumer for SUV configuration design preferences based on persona.It is grouped by being layered
Test the configuration design to SUV to study, and ultimately generate new SUV experiment samples；Simultaneously by preference experiment to consumption
The SUV configuration design preferences of person are studied, using preference as according to most consumer is classified and defined at last；Eventually through connection
Analysis is closed, defines the SUV vehicles per class crowd's preference, generates the persona card of different crowd.This method is not only to sell
Shang He designer provides certain data reference and design guidance, and final persona can be directly used as targeted customer's fortune
Among design cycle for reality, there is stronger market significance.
Brief description of the drawings
Fig. 1 (a) is that size characteristic pattern illustrates in SUV configuration design mark sheets；
Fig. 1 (b1) is the hale and hearty pattern diagram of SUV configuration design mark sheets China and foreign countries contour feature；
Fig. 1 (b2) is the mellow and full pattern diagram of SUV configuration design mark sheets China and foreign countries contour feature；
Fig. 1 (c1) is the flat pattern diagram of SUV configuration design mark sheet outer surface third dimension features；
Fig. 1 (c2) illustrates for SUV configuration design mark sheet outer surface third dimension feature solids pattern；
Fig. 1 (d1) is that headstock illustrates with the pattern of vehicle body ratio characteristic 0.25 in SUV configuration design mark sheets；
Fig. 1 (d2) is that headstock illustrates with the pattern of vehicle body ratio characteristic 0.3 in SUV configuration design mark sheets；
Fig. 1 (d3) is that headstock illustrates with the pattern of vehicle body ratio characteristic 0.35 in SUV configuration design mark sheets；
Fig. 1 (e1) is 30 ° of pattern diagrams of windshield vertical angle feature in SUV configuration design mark sheets；
Fig. 1 (e2) is 45 ° of pattern diagrams of windshield vertical angle feature in SUV configuration design mark sheets；
Fig. 1 (e3) is 60 ° of pattern diagrams of windshield vertical angle feature in SUV configuration design mark sheets；
Fig. 1 (f1) is 2 ° of pattern diagrams of bonnet horizontal sextant angle feature in SUV configuration design mark sheets；
Fig. 1 (f2) is 6 ° of pattern diagrams of bonnet horizontal sextant angle feature in SUV configuration design mark sheets；
Fig. 1 (f3) is 10 ° of pattern diagrams of bonnet horizontal sextant angle feature in SUV configuration design mark sheets；
Fig. 1 (g1) is 0 ° of pattern diagram of headstock vertical angle feature in SUV configuration design mark sheets；
Fig. 1 (g2) is 10 ° of pattern diagrams of headstock vertical angle feature in SUV configuration design mark sheets；
Fig. 1 (g3) is 15 ° of pattern diagrams of headstock vertical angle feature in SUV configuration design mark sheets；
Fig. 1 (h1) is 0 ° of pattern diagram of roof line horizontal sextant angle feature in SUV configuration design mark sheets；
Fig. 1 (h2) is -5 ° of pattern diagrams of roof line horizontal sextant angle feature in SUV configuration design mark sheets；
Fig. 1 (i1) is 10 ° of pattern diagrams of rear window vertical angle feature in SUV configuration design mark sheets；
Fig. 1 (i2) is 35 ° of pattern diagrams of rear window vertical angle feature in SUV configuration design mark sheets；
Fig. 1 (i3) is 60 ° of pattern diagrams of rear window vertical angle feature in SUV configuration design mark sheets；
Fig. 1 (j1) is that shoulder line characteristic level pattern illustrates in SUV configuration design mark sheets；
Fig. 1 (j2) be SUV configuration design mark sheets in shoulder line feature raise up pattern diagram；
Fig. 1 (j3) is that shoulder line feature stream line styles illustrate in SUV configuration design mark sheets；
Fig. 1 (k1) is the trapezoidal pattern diagram of vehicle window feature in SUV configuration design mark sheets；
Fig. 1 (k2) be SUV configuration design mark sheets in vehicle window feature have a down dip pattern diagram；
Fig. 1 (k3) be SUV configuration design mark sheets in vehicle window feature raise up pattern formula diagram；
Fig. 1 (k4) is that vehicle window significant interval pattern formula illustrates in SUV configuration design mark sheets；
Fig. 2 is 32 new SUV samples；
Fig. 3-1 is the persona cards that G1 is ultimately formed；
Fig. 3-2 is the persona cards that English edition G1 is ultimately formed.
Embodiment
Based on persona study consumer for SUV configuration design preferences method the step of it is as follows：
1) 60 sections of SUV hot topic vehicles are selected out from Chinese car market according to sales volume, popularity and public praise, then invite 10 specially
Industry Automobile Design teacher, by being layered grouping experiment, the side profile design to SUV is studied, identification SUV side profile designs
Critical design feature, and define a variety of design dimensions of different designs feature, SUV design feature tables ultimately formed, such as Fig. 1 institutes
Show；
2) on the basis of design feature table, 32 new SUV design features is formed by quadrature analysis plan and combined, so
Afterwards in step 1) with the help of professional Automobile Design teacher, 32 new SUV samples are drawn out by vector software I llustrator
This, sees Fig. 2, and new SUV samples will be used for the preference experiment in step 3)；
3) 100 SUV consumers are invited as subject, preference is carried out as experiment sample to obtain 32 SUV samples in step 2)
Experiment, preference experiment are given a mark by the way of 1-10 Likert scales, not liked very much wherein " 1 " represents, " 10 " generation
Table enjoys a lot, and the preference data of collection will be employed in step 4) and step 5)；While preference is tested, adjusted using questionnaire
Look into the Demographics and behavioural characteristic that subject is obtained with the form of interview；Questionnaire and interview content outline are shown in Table 1.
Table 1 (Chinese)
4) on the basis of preference tests obtained score data in 3), import data in statistic software SPSS and perform
Cluster analysis, and by the relevance between the final cluster result of multidimensional variance analysis test, most at last consumer according to preference
Score value gathers for 5 groups；Then according to questionnaire in step 3) and the result of interview, Demographics and behavior to 5 groups of crowds
Feature carries out statistical analysis, and finally the common feature of 5 groups of crowds is defined, including product uses expectation, purpose and life
The information such as mode.
5) preference data of each group of people group in the step 4) obtained in step 3) is combined, by Conjoint Analysis, is weighed
Two indices importance (q) the and utility (u) of every group of user preference, are shown in Table 2；According to table 3, can predict corresponding
Influence of the design feature to Consumer Preferences, while multivariate linear model can also be worth come pre- based on q and u by one
Overall preference score value is surveyed, exemplified by organizing 1 (G1), the preference score value of the favorite design feature of consumer is:
Preference=(1.304) * 6.775%+ (2.051) * 8.002%+ (1.708) * 6.406%+ (0.934) *
6.85%+ (3.127) * 11.527%+ (4.472) * 15.092%+ (1.633) * 8.683%+ (0.083) * 2.079%+
(3.532) * 13.854%+ (1.988) * 8.961%+ (2.662) * 11.771%+16.209=18.795 (1)
By this model, it can predict and be consumed corresponding to the SUV configuration designs scheme that different designs combinations of features forms
Person's preference score value.The SUV configuration designs scheme of every group of acquisition highest preference score value will be painted with the help of professional Automobile Design teacher
Line frame graph is made, as design solution, is finally presented in persona cards.
Table 2
After obtaining the SUV configuration design schemes of every group of preference, the general character with reference to each group of people group obtained in step 4) is special
Sign, typical character's card of each group of people group is formed, i.e. Fig. 3 is shown in the person cards citing that persona card, G1 are ultimately formed.
Table 1 (English)
Claims (1)
1. a kind of study method of the consumer for SUV configuration design preferences based on persona, it is characterised in that：Its step of
It is as follows：
1）60 sections of SUV hot topic vehicles are selected out from Chinese car market according to sales volume, popularity and public praise, then invite 10 professional vapour
Che designer, by being layered grouping experiment, the side profile design to SUV is studied, the pass of identification SUV side profile designs
Key design feature, and a variety of design dimensions of different designs feature are defined, form design feature table；
2）On the basis of design feature table, 32 new SUV design features are formed by quadrature analysis plan and combined, Ran Hou
With the help of professional Automobile Design teacher, 32 new SUV samples are finally drawn out, are tested for follow-up preference；
3）100 SUV consumers are invited as testee, with step 2）In obtained 32 SUV samples enter for experiment sample
Row preference is tested, and preference experiment is given a mark by the way of 1-10 Likert scales, is not liked very much wherein " 1 " represents,
" 10 ", which represent, to enjoy a lot, to obtain the score data of preference experiment；Testee is obtained in combination with survey and interview
Demographics and behavioural characteristic；
4）In step 3）Preference test obtained score data on the basis of, import data in statistic software SPSS and perform
Cluster analysis, and by the relevance between the final cluster result of multidimensional variance analysis test, most at last consumer according to preference
Gather for 5 groups；Then the Demographics to 5 groups of crowds and behavioural characteristic carry out statistical analysis, define being total to for each group of people group
Property feature, including expectation, purpose, lifestyle information；
5）With reference to step 3）With step 4）In obtain each group of people group preference experiment score data, pass through Conjoint Analysis, obtain
The design feature combination of the preference of each group of people, and with the help of professional Automobile Design teacher, draw out the SUV of each group of people group's preference
The line frame graph of configuration design；In combination with step 4）In the obtained common feature of each group of people group, form the typical case of each group of people group
Personage's card, i.e. persona card.
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| CN106682929B (en) * | 2015-11-10 | 2021-01-22 | 北京国双科技有限公司 | Information analysis method and device |
| CN107301046B (en) * | 2017-06-15 | 2023-07-04 | 腾讯科技（深圳）有限公司 | Icon processing method and device, computer equipment and storage medium |
| TWI642017B (en) * | 2017-06-26 | 2018-11-21 | 財團法人商業發展研究院 | Method and apparatus for evaluating target group |
| CN108470306A (en) * | 2018-03-23 | 2018-08-31 | 汕头大学 | A method of predict client to product feature preference based on sales data |
| CN112182368B (en) * | 2020-09-21 | 2022-05-17 | 浙江工业大学 | SUV product concept design system oriented to female consumer preference |
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| CN101256646A (en) * | 2008-03-20 | 2008-09-03 | 上海交通大学 | Car client requirement information cluster analysis system |
| CN103295063A (en) * | 2013-05-17 | 2013-09-11 | 浙江大学 | Method for SUV (Sport Utility Vehicle) product family gene evolution based on genetic algorithm |
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| US20020175948A1 (en) * | 2001-05-23 | 2002-11-28 | Nielsen Eric W. | Graphical user interface method and apparatus for interaction with finite element analysis applications |
| US8499230B2 (en) * | 2008-05-07 | 2013-07-30 | Lsi Corporation | Critical path monitor for an integrated circuit and method of operation thereof |
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|---|---|---|---|---|
| CN101256646A (en) * | 2008-03-20 | 2008-09-03 | 上海交通大学 | Car client requirement information cluster analysis system |
| CN103295063A (en) * | 2013-05-17 | 2013-09-11 | 浙江大学 | Method for SUV (Sport Utility Vehicle) product family gene evolution based on genetic algorithm |
Non-Patent Citations (1)
| Title |
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| 偏好驱动的SUV产品族外形基因设计;傅业焘;《中国博士学位论文全文数据库 工程科技II辑（月刊）》;20131215;第2013年卷(第12期);参见正文第3.2-3.4、4.2-4.4、5.3节 * |
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