@inproceedings{143c794d21ba46749a40815cd3dda6b4,
title = "Determining the similarity of products using pairwise comparisons and eye tracking",
abstract = "Styling is an important aspect of the design process in which the overall appearance of a product is developed and the visual appeal is achieved. However, styling decisions are often subjective and can be difficult to satisfy the needs for all stakeholders. In this paper an exploratory study is discussed that aims to address the subjectivity of styling rationale by quantifying aspects of product appearance through the use of eye tracking. Two research questions are addressed that relate closely to typical styling issues; how are products compared when determining similarity? And, what patterns of feature engagement exist in pairwise comparisons? Preliminary findings show a weak effect between feature engagement and the similarity ratings of product pairs. Recommendations are made in the paper on the practical implementation of eye-tracking to support styling decisions as well as experimental refinements to elucidate behavioural patterns during pairwise comparisons.",
keywords = "Engineering, Design, Eye tracking, Product similarity, pairwise comparisons, Branding, Styling",
author = "Duncan Boa and Charles Ranscombe and Ben Hicks",
year = "2015",
month = jul,
day = "30",
language = "English",
isbn = "978-1-904670-68-1",
volume = "5",
series = "ICED",
publisher = "The Design Society",
pages = "225--234",
editor = "Christian Weber and Stephan Husung and Gaetano Cascini and Marco Cantamessa and Dorian Marjanovic and Frederico Rotini",
booktitle = "DS 80-5 Proceedings of the 20th International Conference on Engineering Design (ICED 15) Vol 5",
note = "20th International Conference on Engineering Design, ICED 2015 ; Conference date: 27-07-2015 Through 30-07-2015",
}