Evaluating Perceived Quality through Sensory Evaluation in the Development Process of New Products: A Case Study of Luxury Market

Technical, functional, ergonomic and aesthetic perfection: luxury is in a perpetual pursuit of excellence. To achieve this goal, a product must satisfy not only objective defined requirements but also subjective consumer needs. It is called perceived quality. To master this subjectivity, we have put in place a process of objectification based on a Kansei Engineering approach. The study takes place in the Fine Watchmaking Maison. In this paper, the authors will investigate how to add new tools to increase watch-dial readability. This point appeared in previous customer surveys to be one of the most important perceived quality needs. Our methodology will use Kansei to assist in the watch-dial design process as a whole and to control its readability. Based on a state of the art, we will suggest a three-step Kansei experiment to define design recommendations for improving it. It is new and tailored to meet the specific needs of the company without involving many new resources. We wish to demonstrate that Kansei Engineering requires thought on its applicability, its relevance and its place in the design process in order to enrich it, where necessary, with the contribution of other sciences or disciplines. This study is the first step of a massive collaborative design methodology on perceived quality, integrating both sensory analysis and the Kansei engineering method into the fine watchmaking market.