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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.

From online reviews to Kano model: a large language model method and case study

Chiarello, Filippo; Giordano, Vito; Marconcini, Gabriele

Type:
Papers
DS 145: Proceedings of the DESIGN2026 19th International Design Conference
Year:
2026
Editor:
Štorga, M.; Škec, S.; Martinec, T.; Marjanović, D.; Pavković, N.
Author:
Chiarello, Filippo; Giordano, Vito; Marconcini, Gabriele
Series:
DESIGN
Institution:
Università di Pisa, Italy
Page(s):
2223-2232
DOI number:
10.1017/pds.2026.10580
ISSN:
2732-527X (Online)
Abstract:
We introduce a method that turns online customer reviews into design insights. By analysing smartphone reviews, we extract the product features customers talk about and identify the sentiment linked to them. The approach combines Large Language Models (LLMs) with the Kano model, showing how specific features influence satisfaction or dissatisfaction. The results are coherent with the dimensions of the Kano model. The work demonstrates that LLMs can be informed and constrained by established design frameworks, bridging LMMs and design reasoning to provide theory-grounded insights.
Keywords:
artificial intelligence (AI), big data analysis, data-driven design, design methods, features
DESIGN2026 - The 19th International Design Conference
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