What Spurs Demand for Product Versions?

When companies are deciding how many variants of a product to offer, what should they take into account? In a series of six experiments, researchers identified a key factor: whether people see the item as: Utilitarian; or Hedonic (i.e. related to pleasure). Two examples of the experiments include: Students were instructed, variously, to select a… Read More

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Synergy of Design: Pilot Measurements & Cockpit Dimensions

“In her book, “Mismatch: How Inclusion Shapes Design”, Kat Holmes recounts a wartime example of how a rigid approach to design can go wrong. America’s Air Force took the bodily measurements of its pilots and used the average to design the cockpit. After many unexpected crashes, a researcher took ten of the most important measures… Read More