Applying the Hybrid Model of Q-Methodology and Kansei Engineering in Identification of Customer Requests and Grouping Them

Kansei engineering or emotion engineering is one of effective means to identify the emotional needs of the users. In this research, a different tool in identification and classification of emotional terms for Kansei engineering is used, named as Q methodology. Since we face with a qualitative issue in the incidence of emotions in Kansei engineering, and Q methodology is a qualitative-quantitative method, therefore this tool is an appropriate method for understanding the emotions of people in the form of Kansei characters. It also can extract the mentality of the emotional design in the area of interest (center console). After selecting the desired field of interior design in the center console segment of Peugeot Pars, 36 Kansei words was selected.26 customers were selected by purposive sampling which 9 mental classes were extracted after collecting comments and factor analysis. For each mentality, sorting of emotional attributes were different in some way. In the end, it was determined that many of mentalities are focused on desirability of center console and a need for innovation.