Women process data in terms of verbal and social (better at humanities), Men process data in terms of practicality (better at sciences)

Knowledge and experience improves with age, Memory and physical condition deteriorates with age

Kansei engineering emphasises affect from cognition, Affect: emotions and feelings vs. Cognition: beliefs and knowledge, Can add factors such as age and gender and cross-cultural differences

We respond emotionally in different ways with some cultures trying to hide emotion whereas others display it (a factor that needs to be taken into consideration), Kansei is a method of translating feelings and impressions into product parameters (the feelings and impressions can be used to analyse customer responses to products), Need to know the target market of the product is to sell

Set of products to be analysed, Bipolar scales to reflect what you want to know, People rate the products, Statistical analysis is done on the results

Difficulty (very difficult - very easy), Importance (very important - unimportant), Frequency (very frequent - rarely)

Simple effective questions, Likert scales are 6/7 point scales that can be used for agreement/disagreement questions, Having a point scale with 4< points allows for better analysis of results and correlations, Adding qualifying words changes how people respond in a rating scale and assume the respondents interpret the word the same way

Light dimmer switch, Easy of use/ decorative/ reliable/ quality/ robust/ cost, Aesthetics most important feature when comparing results from different countries, Functionality second most important, Bad design does not sell as can be unsafe, Good design does sell as aesthetically pleasing and functional