The Multi Dimensional Scaling: An Interactive Method for
Establishing Perceptions of the Appearance of Product
Azhari bin Md Hashim, Raja Ahmad Azmeer Bin Raja Ahmad Effendi,
T W Allan Whitfield, Simon Jackson, Swinburne University of Technology
Abstract In order to design successful products it is essential to gain feedback from potential users. Normally, this is
accomplished through market research that feeds back into the product development process. Market
research relies heavily upon two distinct methods, the focus group and the questionnaire survey. The
former delivers qualitative information in the form of language, while the latter delivers quantitative
information in the form of numbers. Neither fits comfortably with the designers’ preferred mode of
communication: the visual. In addition, neither method is designed to illuminate fine distinctions amongst
the visual appearance of products. Finally, neither involves users in an interactive task that deals directly
with the visual, and does so in a way that requires only visual judgements. A method is presented that
overcomes these limitations. It derives from the Semantic Differential (Charles E Osgood, 1952), but rather
than relying upon statistical Factor Analysis, instead uses a visual field format whereby participants
manoeuvre and position products relative to one another in a visual space. The examples presented are from
the car and motorcycle industries, with the participants from Australia and Malaysia. The resulting
Semantic Differential profiles indicate user perceptions of the products on the dimensions of interest, and
the cross-cultural differences in such perceptions. A distinctive feature of this technique is the ease with
which similarities and differences can be quickly assimilated and understood.
Keywords: Research method; Aesthetics; User perception; User experience
Introduction
In order to design successful products it is essential to gain feedback from potential users
(Engelbrektsson, 2002). This is particularly important for high volume manufacturing and service
industries that target users with known demographic profiles. And increasingly, markets are
segmented into such demographics and products-services are designed for them. Normally, this is
accomplished through market research that feeds back into the product development process
(Engelbrektsson & Soderman, 2004). Market research relies heavily upon two distinct methods, the
focus group and the questionnaire survey. The former delivers qualitative information in the form of
language, while the latter delivers quantitative information in the form of numbers. Neither fits
comfortably with the designers’ preferred mode of communication: the visual. In addition, neither
method is designed to illuminate fine distinctions amongst the visual appearance of products-services.
The shortcomings of traditional methods of market research such as surveys, interviews,
questionnaires and focus groups are well known (Hannington, 2003). They have proven ineffective in
providing the type of information required by designers (Griffin & Hauser, 1993). The focus group is
by far the most popular and well-established technique in market research (Bruseberg & McDonagh,
2001). Its major advantage is that detailed feedback can be obtained from a small sample of the
demographic population of interest, usually around eight to 12 participants. It also has the considerable
practical advantages of being cheap to run and requires a minimum of skill to conduct. As such,
almost anyone can set up a business conducting focus groups. The disadvantages are numerous,
including small sample sizes, dependence upon the ability of participants to verbally articulate their
responses, and the capacity of the leader of the group to distil the group’s reactions (Pullman &
Robson, 2007). Also, the feedback is verbal and not visual. The other most favoured method, the
questionnaire-survey, is much more expensive to run, requires data handling and statistical analysis.
Its major advantage is that hundreds of participants can be involved, particularly if the survey is
conducted over the Internet. Its disadvantages are that it generates statistical analyses that require a
high degree of sophistication to understand, and it provides limited insights into visual products-
services. Finally, neither method involves users in an interactive task that deals directly with the
visual, and does so in a way that requires only visual judgements.
A method is presented that overcomes these limitations. It derives from a combination of the Semantic
Differential (Charles E. Osgood & Suci, 1955) and Multidimensional Scaling (MDS) (Antikainen,
Kälviäinen, & Miller, 2003). However, rather than relying upon statistical Factor Analysis as is normal
with the Semantic Differential, instead it uses a visual field format whereby participants manoeuvre
and position products relative to one another in a visual space. Essentially, it adopts the format of
Multidimensional Scaling, whereby products are positioned in a proximities space: the closer together
in the space, the more similar the products. However, unlike Multidimensional Scaling, the
dimensionality of the proximities space is predetermined. And it is here that the dimensions commonly
identified in Semantic Differential studies can be used. Alternatively, different dimensions can be
imposed according to the interests of the designer-researcher. While the above may sound complex, in
practice it is extremely easy to set up, to understand the output, and participants find it convenient to
use. From the standpoint of both the designer and the participant, it requires neither verbal articulation
nor an understanding of numbers-statistics. It generates visual output. To illustrate the use of this
method, examples are drawn from two doctoral research projects. These focus upon the Malaysian
motorcycle and car industries.
Malaysia is unique in both South-East Asia and Islamic countries in designing and manufacturing its
own cars and motorcycles. Proton is perhaps its best known brand of car, and this is exported to
Europe and Australia (Rosli, 2006). Its major motorcycle is Modenas (Modenas, 2005). Both Proton
and Modenas are experiencing difficulties due to the globalisation of trade, leading to greater import
penetration into Malaysia’s automotive market and increased competition for their export markets.
Neither has the financial muscle for product development of automotive giants such as Toyota,
Volkswagon, and Yamaha. Inevitably, neither has the financial budget for extensive market research
in either Malaysia or in their export markets. In consequence, both are losing market share locally and
internationally (Bernama, 2005). While the take-up of new technology in the automotive industry is
tangible and easy to comprehend, the acceptability of styling is much more difficult, and particularly
when foreign markets are involved. Complicating this further are the demographic shifts in taste that
take place whereby a vehicle intended for one demographic in country A may be unacceptable to that
same demographic in country B. One such demographic is the emergence of women as a significant
market for both cars and motorcycles, particularly in South-East Asia for the latter. This requires
major changes in the styling of both cars and motorcycles. For example, in South-East Asia the
traditional motorcycle must contend with sophisticated models of motorcycle-scooters that clearly
appeal to women. Initially, these came from Japan.
In order to assess user requirements and to establish how they perceive competing models, methods
were required that could be easily and cheaply used in different markets. As indicated, the major
problem lies in the styling of vehicles, whereby designers require feedback, and preferably in a visual
form (Hwei, 2006). The method described here is one of a suite of such techniques being designed for
this purpose. To illustrate its use, we present results from both Malaysia and Australia in which both
nationality and gender differences are explored. Essentially, we want to know to what extent to which
the Malaysians and the Australians share common perceptions, and similarly for gender. Do women
and men agree in their evaluations, and if not, where do they differ?
1. The Semantic Differential
The Semantic Differential was developed by Osgood and his colleagues to measure the meaning of
concepts, and to what extent such meanings are shared (Charles E Osgood, 1952; Charles E. Osgood
& Suci, 1955). It has proven to be a flexible and reliable instrument for measuring attitudes to a wide
range of stimuli. The instrument normally employs rating of stimuli by using bipolar scales. Each
bipolar scale is defined by a pair of adjectives with contrasting meanings such as Fast - Slow, Cheap -
Expensive, etc. The stimuli rated have been wide-ranging from consumer products such as
automobiles, household goods, and gardening tools to attributes of objects such as colour. A study of
the influence of image congruence on consumer choice obtained significant relationships between the
self concept and several automobiles makers (Birdwell, 1968). The results showed a highly significant
degree of congruity exists in the way respondents from four groups perceive their cars and themselves.
The result appears that automobiles are extensions of the owner’s image of self. It also appears that an
individual’s cognitive structure, their self-image, and their environment are major influences on their
perception of automobiles.
Also, study showed some correlation of personality variables with product usage (Tucker & Painter,
1961). The questions included the use of everyday products that commonly purchased by college
students. The results clearly indicated that there are relationships between product use and personality
traits.
Factor Analysis is normally used to identify underlying communalities amongst the scales employed.
The most frequently obtained communalities – or factors – are (1) Evaluation, defined by adjectives
such as liked – disliked, positive – negative, honest – dishonest, (2) Potency, defined by heavy – light,
strong – weak, hard – soft, and (3) Activity, defined by adjectives such as active – passive, hot – cold,
fast – slow.
One advantage of the Semantic Differential is that scales can be used that are specific and appropriate
to the object or product of interest. Such scales can help to insure that one taps into particular facets of
attitudes that may be important for the specific product (DeSarbo & Harshman, 1985). In product
design, semantic differential is a measurement tool particularly used in the fields of product semantics
for measuring affective and emotional value of products (Akay & Kurt, 2007). Research by Alcantara,
Artacho, Gonzalez, and Garcaa applied product semantics technique to structure the semantic space of
casual shoes in order to assess users’ perception (Alcantara, Artacho, Gonzalez, & Garcia, 2005). The
results showed that comfort and quality were independently perceived by consumers, while comfort
was clearly identified by users, quality was not. This research again extended by using semantic
differential to assess user’s perception of products and the influence of design changes on it.
Moreover, research by Shang, Ming and Chien employed semantic differentials to examine the
relationship between the subjects’ evaluation of telephone samples and form design elements (Hsu,
Chuang, & Chang, 2000). Regarding the application of the Semantic Differential in the automotive
industry, few studies have been carried out. Malhotra (1981) used the Semantic Differential to
measure self-concept, person-concept and product concept, using automobiles that had a distinctive
image and were well known to the respondents. Research by Steg, Vlek, and Slotegraaf employed the
Semantic Differential for evaluating unattractive aspects of cars (Steg, Vlek, & Slotegraaf, 2001). In a
related field, a similar method called the Semantic Environment Description has been specifically
developed for architecture and car interior analysis (Karlsson, Aronsson, & Svensson, 2003).
In cross cultural research, the Semantic Differential has proved particularly valuable for examining
attitudes in different cultures. One advantage is that the bipolar adjectives chosen can be directly
translated into the relevant language. Because of the short words and ease of use, they normally
translate well into other languages (Shields, 2007). As early as the 1960s, a number of cross-cultural
studies were conducted. For example, Tanaka and Osgood (1965) investigated affective meaning
systems. In this study, perceptual signs were used and the generality of the affective meaning systems
was tested across three different subject groups, namely Americans, Finns and Japanese. In another
study, Lorimor and Dunn (1967) measured the effectiveness of cross-cultural advertising with French
and Egyptian respondents.
2. Method
A total of 32 subjects participated in the study, consisting of 16 from Malaysia and 16 from Australia.
They were given two identical tasks, one involving motorbikes and one involving cars. The stimuli
were pictures of motorbikes (Figure 1) and cars (Figure 2). The participants were asked to position the
product pictures on the visual axis of a plot that was proved.
The first plot used an Evaluation axis consisting of like – dislike and a Social axis consisting of cheap
– expensive, positioned orthogonal to one another. The second plot used a Potency axis, strong –
weak and an Activity axis, slow – fast. The results from each participant were combined into the mean
position for each of the stimuli. They are shown on the respective plots.
Figure 1: Pictures of selected motorbikes
Figure 2: Pictures of selected cars
3. Results
3.1 Motorbikes
Plot 1 (Figure 3) and plot 2 (Figure 4) presents the results for the Evaluation and Social factors by
Malaysian and Australian participants. Malaysian participants exhibit less agreement than the
Australians for both factors. This is shown by the degree of scatter around the axes. There is however
strong agreement that the scooters are cheap and disliked. This contrasts with the perceived
expensiveness and liking for motorbikes. Unsurprisingly, motorbikes with an engine capacity of more
than 200 cc were rated as expensive, with Italian motorbikes being most expensive and most liked.
Bolwell’s Sym scooter was highly evaluated and outperformed the other scooters. This may reflect the
design which was retro and mimicked Italian styling (Johnson, 2006). In contrast, Modenas’s scooter
Karisma was rated as cheap and disliked.
Plot 3 (Figure 5) and plot 4 (Figure 6) presents the results for the Potency and Activity factors by
Malaysian and Australian participants. As with the results above, the Malaysian participants exhibited
less agreement than the Australians. There was agreement that scooters are weaker and slower than
motorbikes, and also that the Italian motorbikes were faster and stronger. Into this category also came
the Honda DN-01 and Harley Davidson. Modenas’s scooter Karisma was consistently rated as slow
and weak even compared to the other scooters.
Figure 3: Plot 1 - Evalu cial (cheap-expensive)
–Malaysian Participants
ation (like-dislike) and So
Figure 4: Plot 2 - Evaluation (like-dislike) and Social (cheap-expensive)
–Australian Participants
Figure 5: Plot 3 - Potency (strong-weak) and Activity (slow-fast)
– Malaysian Participants
Figure 6: Plot 4 - Potency (Strong-weak) and Activity (Slow-fast)
– Australian Participants
3.2 Cars
Plot 5 (Figure 7) and plot 6 (Figure 8) presents the result for the Evaluation and Social factors by
Malaysian and Australian participants, and plot 7 (Figure 9) and plot 8 (Figure 10) the results for the
Potency and Activity factors. By combining them it is clear that both Malaysians and Australians
regard the luxury makes of Ferrari, Mercedes Benz, Volvo and BMW as strong, fast, expensive, and
preferred. Malaysian and Chinese cars fared poorly and occupied lowly positions on each factor.
Interestingly, the latest car export from China, the low priced Cherry, was perceived as weak, slow,
cheap and disliked. Given its expanding sales in Malaysia, its price appears to compensate effectively.
Two cars that Malaysia exports to Australia are the Proton Waja and Savy. The Waja received a
uniformly negative response from the Australian participants, while the Savy fared much better.
Although the Savy was seen as cheap, weak and slow, it received a higher like rating. This may reflect
its adoption of retro Italian styling.
Figure 7: Plot 5 – Evalu cial (cheap-expensive)
–Malaysian Participants
ation (like-dislike) and So
Figure 8: Plot 6 – Evaluation (like-dislike) and Social (cheap-expensive)
–Australian Participants
Figure 9: Plot 7 - Potency (strong-weak) and Activity (slow-fast)
– Malaysian Participants
Figure 10: Plot 8 - Potency (strong-weak) and Activity (slow-fast)
– Australian Participants
4. Discussion
The purpose of this pilot study was to assess the feasibility of using this technique to gain insights into
products. Effectively, is it a meaningful task for participants to position products within a two-
dimensional space characterised by two orthogonal scales? Furthermore, is the task meaningful cross-
culturally; in this case to both Malaysians and Australians? For the task to lack meaning there would
be a fairly random spread of products (cars and motorcycles) within the two-dimensional spaces.
Instead, there is a clear pattern of placements that makes intuitive sense. For example, we would
expect the likes of Mercedes Benz and Ferrari to be positioned high in expensive and Chinese imports
low in expensive. On the basis of earlier research using the Semantic Differential we would also
anticipate higher agreement amongst participants for the Potency-Activity factor than for the
Evaluation-Social factor. From inspection of the plots this is apparent for both Malaysians and
Australians; that is, the spread within the space is less for the Potency-Activity factor than for the
Evaluation-Social factor. That the above effects occur for two distinct products, cars and motorbikes,
gives further confidence in the meaningfulness of the task. The presence of such effects for the two
distinct national groups, Malaysians and Australians, lends further weight.
The next stage of the research is to develop software whereby the participant can ‘click and grab’
individual products and locate them within a digital space. The dimensionality of the space can be
quickly configured to incorporate a range of factors such as those used in this pilot study. Such factors
can be tailor-made according to the product category and the interests of those commissioning future
applications. Finally, the software will identify the position where each product is located in the space
and provide numerical coordinates corresponding to the factors underlying the space. Theses
coordinates will be amenable to analysis by such statistical packages as SPSS. The output therefore
will consist of both graphic representations as illustrated in this paper and statistical analyses that will
enable more specific questions to be answered. The power of both Factor Analysis – the normal
accompaniment to such a task – and Multidimensional Scaling can then be harnessed.
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