Identifying, measuring and analysing multidimensional attributes for design and redesign consideration

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Computer Information Systems


In product research, it is clearly not enough to show that people prefer one product to another; in addition, the attributes of the product that cause them to prefer it must be shown. Saaty's (1977,1980) Analytic Hierarchy Process (AHP) is an appropriate method for measuring and analyzing multidimensional attributes for design and redesign considerations. It is not reasonable, however, to expect that consumers are able and willing pairwise to compare attributes, as Saaty's method assumes. A methodology is proposed for transforming rank ordered data into pairwise comparison matrices, so that AHP can be used for measuring consumer preferences. The methodology is applied to the design of milk containers. The idea that serious and systematic consideration of complex attributes occurs is enlightening when their implications for product planning and development are considered.