Study And Application On Getting Customer Subliminal Demand In The Initial Stage Of Product Design

Customers'requirement to product is getting much higher these days due to fierce market competition. However, most of the enterprises are still concentrating on customers'extrinsic need so as to develop products. And this causes a big proportion of the products to be extraordinarily similar in function, appearance, usability and performance. The key reason for that is that there is no sufficient consideration on customers'intrinsic need has been taken by enterprises.Customers'subliminal need is defined as an unconscious and indistinct requirement which does not have a clear and abstract satisfaction. It is a state which stands for the feeling gained by people when they can not clearly and correctly express something they intend to have. This research focuses on customers'subliminal need. It starts from numerous and complicated customers'psychological need so as to probe into customers'subliminal need to product, and also takes emotion as the major factor in order to acquire requirement in customers'emotional world.There are four stages included in this research. The first stage analyzes customers'subliminal need, explores how to represent the need and proposes to take emotion as the key factor to acquire requirement. The second stage states how to use emotion to acquire customers'subliminal need. The third stage brings out how to transform the acquired customers'subliminal need into product property and makes relative statistics on the need in order for designers to make better decisions on product design. Lastly, it takes an example of acquiring customers'subliminal need to mobile phone appearance and builds up a web-based system prototype so as to implement it on a web platform.