Mitchell M. Tseng and Frank T. Piller

16      Applications of Kansei Engineering to Personalization 
         
Practical ways to include consumer expectations into personalization 
and customization concepts

Rosa Porcar, María-José Such, Enrique Alcántara, Ana-Cruz García and Alvaro Page
Biomechanics Institute of Valencia (IBV), Valenicia, Spain

This chapter proposes two practical ways to include user preferences in a personalization system aimed at psychological perception and based on a Kansei system. In many mass customization systems the consumer as an inexperienced designer can get lost and will become frustrated about the huge amount of offered possibilities. We will discuss how Kansei engineering can be used to guide customers in order to quickly find the desired design according to their preferences. Secondly, the number of possible design options and combinations in a modular personalization system can be higher than stocking, logistic and manufacturing capabilities. Focusing production variability on features affecting most users' preferences and purchase decisions may reduce this amount of design options. We will use case studies form the office furniture and footwear industry to support these ideas.