Knowledge Base Repository
In addition to research papers, the Design Society is developing several valuable resources for those interested in the study of design. These include a repository of PhD theses, a library of case studies and transcripts of design activities, and an archive of our newsletters. Please note that these resources are accessible exclusively to Design Society members.
A decision support system for market segment driven product design
Lei, Ningrong; Moon, Seung Ki
Type:
Year:
2013
Editor:
Udo Lindemann, Srinivasan V, Yong Se Kim, Sang Won Lee, John Clarkson, Gaetano Cascini
Author:
Series:
ICED
Institution:
Nanyang Technology University, Singapore
Page(s):
177-186
ISBN:
978-1-904670-52-0
ISSN:
2220-4334
Abstract:
This paper presents a decision support system (DSS) for market segment driven product design. The input for the proposed system is historic market data and design parameters for a new product. Through market segmentation, with Principal Component Analysis (PCA) and k-means, as well as AdaBoost classification, the DSS determines to which market segment a new product belongs. To demonstrate the feasibility of the proposed system, we have conducted a case study, based on US automotive market data. In this case study, the proposed DSS achieved a classification accuracy of 92.40%. The high accuracy levels make us confident that the proposed system can benefit enterprise decision makers by providing an objective second opinion on the question: To which market segment does a new product design belong? Having the information about the market segment implies that the competition is known and marketing can position the product accurately. Furthermore, the design parameters can be adjusted such that (a) the new product fits this market segment better or (b) the new product is positioned in a different market segment. Therefore, the proposed system enables market segment driven product design.
Keywords:
