Review of uses of positioning analyses: In pursuit of new viewpoints for design creation

Ryoichi Tamura, Shoichi Nakamura

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

We reviewed the uses of positioning analyses by examining usefulness of setting new viewpoints for analysis in design creation. We sorted out positioning analyses from the viewpoint of management strategy and confirmed that positioning analyses using images as the viewpoint for analyses is related to the design business. Taking up notebook-size personal computers (hereinafter referred to as Notebook PC) of nine manufactures based on the size of shares as an example, we conducted two types of positioning analysis using six evaluation items of product characteristics and seven evaluation items of self-presentation, and compared the results. The results suggest that the positioning relationship among manufacturers differs, and new design viewpoints can be obtained by changing analytical standpoints. The addition of user segmentations such as gender of subjects and differences in their knowledge about Notebook PCs appears to make the design creation further effective.

Original languageEnglish
Title of host publicationProceedings of the 7th International Conference on Design and Emotion
Publication statusPublished - Dec 1 2010
Event7th International Conference on Design and Emotion 2010 - Chicago, IL, United States
Duration: Oct 4 2010Oct 7 2010

Publication series

NameProceedings of the 7th International Conference on Design and Emotion

Other

Other7th International Conference on Design and Emotion 2010
CountryUnited States
CityChicago, IL
Period10/4/1010/7/10

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All Science Journal Classification (ASJC) codes

  • Artificial Intelligence
  • Software

Cite this

Tamura, R., & Nakamura, S. (2010). Review of uses of positioning analyses: In pursuit of new viewpoints for design creation. In Proceedings of the 7th International Conference on Design and Emotion (Proceedings of the 7th International Conference on Design and Emotion).