Determining the similarity of products using pairwise comparisons and eye tracking

Duncan Boa; Charles Ranscombe; Ben Hicks

Determining the similarity of products using pairwise comparisons and eye tracking

Duncan Boa, Charles Ranscombe, Ben Hicks

Department of Mechanical Engineering

Research output: Chapter in Book/Report/Conference proceeding › Conference Contribution (Conference Proceeding)

3 Citations (Scopus)

55 Downloads (Pure)

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.

Original language	English
Title of host publication	DS 80-5 Proceedings of the 20th International Conference on Engineering Design (ICED 15) Vol 5
Subtitle of host publication	Design Methods and Tools - Part 1, Milan, Italy, 27-30.07.15
Editors	Christian Weber, Stephan Husung, Gaetano Cascini, Marco Cantamessa, Dorian Marjanovic, Frederico Rotini
Publisher	The Design Society
Pages	225-234
Number of pages	10
Volume	5
ISBN (Print)	978-1-904670-68-1
Publication status	Published - 30 Jul 2015
Event	20th International Conference on Engineering Design, ICED 2015 - Milan, Italy Duration: 27 Jul 2015 → 30 Jul 2015

Publication series

Name	ICED
ISSN (Print)	2220-4334

Conference

Conference	20th International Conference on Engineering Design, ICED 2015
Country	Italy
City	Milan
Period	27/07/15 → 30/07/15

Keywords

Engineering
Design
Eye tracking
Product similarity
pairwise comparisons
Branding
Styling

Access to Document

Full-text PDF (accepted author manuscript)
This is the accepted author manuscript (AAM). The final published version (version of record) is available online via The Design Society at https://www.designsociety.org/publication/37825/determining_the_similarity_of_products_using_pairwise_comparisons_and_eye_tracking. Please refer to any applicable terms of use of the publisher.
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Boa, D., Ranscombe, C., & Hicks, B. (2015). Determining the similarity of products using pairwise comparisons and eye tracking. In C. Weber, S. Husung, G. Cascini, M. Cantamessa, D. Marjanovic, & F. Rotini (Eds.), DS 80-5 Proceedings of the 20th International Conference on Engineering Design (ICED 15) Vol 5: Design Methods and Tools - Part 1, Milan, Italy, 27-30.07.15 (Vol. 5, pp. 225-234). (ICED). The Design Society. https://www.designsociety.org/publication/37825/determining_the_similarity_of_products_using_pairwise_comparisons_and_eye_tracking

Boa, Duncan ; Ranscombe, Charles ; Hicks, Ben. / Determining the similarity of products using pairwise comparisons and eye tracking. DS 80-5 Proceedings of the 20th International Conference on Engineering Design (ICED 15) Vol 5: Design Methods and Tools - Part 1, Milan, Italy, 27-30.07.15. editor / Christian Weber ; Stephan Husung ; Gaetano Cascini ; Marco Cantamessa ; Dorian Marjanovic ; Frederico Rotini. Vol. 5 The Design Society, 2015. pp. 225-234 (ICED).

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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",

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Boa, D, Ranscombe, C & Hicks, B 2015, Determining the similarity of products using pairwise comparisons and eye tracking. in C Weber, S Husung, G Cascini, M Cantamessa, D Marjanovic & F Rotini (eds), DS 80-5 Proceedings of the 20th International Conference on Engineering Design (ICED 15) Vol 5: Design Methods and Tools - Part 1, Milan, Italy, 27-30.07.15. vol. 5, ICED, The Design Society, pp. 225-234, 20th International Conference on Engineering Design, ICED 2015, Milan, Italy, 27/07/15. <https://www.designsociety.org/publication/37825/determining_the_similarity_of_products_using_pairwise_comparisons_and_eye_tracking>

Determining the similarity of products using pairwise comparisons and eye tracking. / Boa, Duncan; Ranscombe, Charles; Hicks, Ben.

DS 80-5 Proceedings of the 20th International Conference on Engineering Design (ICED 15) Vol 5: Design Methods and Tools - Part 1, Milan, Italy, 27-30.07.15. ed. / Christian Weber; Stephan Husung; Gaetano Cascini; Marco Cantamessa; Dorian Marjanovic; Frederico Rotini. Vol. 5 The Design Society, 2015. p. 225-234 (ICED).

Research output: Chapter in Book/Report/Conference proceeding › Conference Contribution (Conference Proceeding)

TY - GEN

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AU - Ranscombe, Charles

AU - Hicks, Ben

PY - 2015/7/30

Y1 - 2015/7/30

N2 - 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.

AB - 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.

KW - Engineering

KW - Design

KW - Eye tracking

KW - Product similarity

KW - pairwise comparisons

KW - Branding

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BT - DS 80-5 Proceedings of the 20th International Conference on Engineering Design (ICED 15) Vol 5

A2 - Weber, Christian

A2 - Husung, Stephan

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A2 - Rotini, Frederico

PB - The Design Society

T2 - 20th International Conference on Engineering Design, ICED 2015

Y2 - 27 July 2015 through 30 July 2015

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Boa D, Ranscombe C, Hicks B. Determining the similarity of products using pairwise comparisons and eye tracking. In Weber C, Husung S, Cascini G, Cantamessa M, Marjanovic D, Rotini F, editors, DS 80-5 Proceedings of the 20th International Conference on Engineering Design (ICED 15) Vol 5: Design Methods and Tools - Part 1, Milan, Italy, 27-30.07.15. Vol. 5. The Design Society. 2015. p. 225-234. (ICED).