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Measuring a product's usefulness.

Francois Aubin1, Hasmik Atoyan, Jean-Marc Robert

  • 1Cognitive Group, 1155 René Lévesque West, Suite 2500, Montreal, QC, Canada, H3B 2K4. faubin@cognitivegroup.com

Work (Reading, Mass.)
|February 10, 2012
PubMed
Summary

This study defines and measures product usefulness by assessing advantages over alternatives, considering weighted criteria and context. Sub-conscious decision-making significantly influences product acceptance and rejection rates.

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Area of Science:

  • Consumer behavior
  • Decision science
  • Product development

Background:

  • Product usefulness is often assessed subconsciously.
  • Understanding these subconscious assessments is crucial for product development.
  • Existing methods may not fully capture the nuances of product usefulness.

Purpose of the Study:

  • To define and measure product usefulness.
  • To examine the subconscious aspects of consumer product assessment.
  • To develop a formula for evaluating relative product usefulness across contexts.

Main Methods:

  • Evaluating product advantages against alternative solutions.
  • Utilizing specific criteria linked to fundamental needs.
  • Assigning differential weights to multiple criteria.
  • Incorporating the context of product usage.
  • Applying a formula to quantify relative usefulness.

Main Results:

  • Product usefulness is measurable through comparative advantages and weighted criteria.
  • Contextual factors significantly impact perceived usefulness.
  • A formula was developed to calculate relative product usefulness.
  • Subconscious decision-making processes were found to be key.

Conclusions:

  • Product usefulness is a complex construct influenced by subconscious factors.
  • The developed formula provides a framework for quantifying usefulness.
  • Understanding subconscious influences can predict product acceptance and rejection.
  • This research offers insights for optimizing product design and marketing.