Portfolio: Interactive & Transactional Systems

Visual Preference Survey Example

Visual preference, or physical attractiveness, is often an important aspect of Appeal, which is an important aspect of perceived Value. Sometimes, it is helpful to use a quantitative measure of visual preference. It is essential that such measures of visual preference, especially with an online survey, be part of a larger research program involving actual observation and depth interviewing of people in the field (i.e. the real world).

All of the above being said, take a look at a visual preference survey of color and configurations (convertibles and coupes) of a Smart roadster, a product of Daimler-Chrysler, not currently imported to the U.S.

Appeal and its Assessment

• In the Blink of an Eye…

• Usability is Only One Aspect of Total Product Value
  • Usability is but one of three components of Product Value.
    • A valuable product is one that customers want to buy and/or use. When it comes to visually-oriented products, people form their initial impressions about value in less than a second.
• *The three components of value are:
  • Usefulness: Do people perceive the product as having a useful purpose?
  • Usability: Is it perceived as being relatively easy to learn and use?
  • Desirability: Is the product appealing enough on an emotional level such that people want it?

• About this demonstration

• This demonstration of the measurement of Appeal is about Desirability, as well as perceived Usefulness and Usability.
• It starts with various stimuli, in this case a test drive of a new vehicle (Toyota Toyota FJ Cruiser), as well as an online presentation about the vehicle.

• Measurement

• Measurement consists of…
  • An online Appeal Questionnaire that measures:
    • Practical Quality (i.e. Usefulness and Usability)
    • Attractive Quality (aspects that are appealing for their own sake, regardless of pragmatic concerns
    • Overall Appeal
  • - Qualitative Components (Essential for interpreting quantitative results)
    • Study participants’ real time commentary is captured and analyzed during questionnaire completion.
    • Depth-Interviewing

• What an Appeal Survey Looks Like

• Based on the well-validated AttrakDiff scales

• The Output of an Appeal Survey

• In addition to the usual statistics, bar charts, etc., a special type of graph can be created.
  • Shows how close a product is to the ideal balance of ‘Practical Quality’ (Usability & Utility) and ‘Attractive Quality’ (fun, beauty, coolness, etc.)