A Study on the Evaluation Method about Marketability of Product Design

제품디자인의 시장성 평가방법 연구

This study suggested how to apply it decision-making of product development rapidly by design evaluation process to objectify and the result to quantify with viewpoint of design evaluation sets to marketability. Coverage of this method limited to the evaluation stage of design concept. The procedure of study, first of all, referred to some type of design evaluation method and their feature. And next, referred to some kinds of demand forecasting for marketing. Above an, this study focused on the method of demand forecasting by buying intentions surveys proper to the marketability evaluation of new product design. On a case study, I had investigated preference survey and buying intentions surveys about the design proposal of "language master audio". I selected the best design proposal through the conjoint analysis and also investigated demand forecasting. First, on the basis of buying intentions surveys, choose population and had produced buying demand, awareness demand, potential demand. I could estimate some profit to take out expense and cost from the buying demand. This estimated profit is marketability judgement data of product design at the design concept stage and can be utilized to measurable data for decision-making of product development. Through the case study, this method could forecast a target demand, and even if it is some difference between real sales volume, but the case study could verified that this method is effective to the evaluation of marketability in case of completely new product got on the typical category and the product category could be set up the population clearly.