Product Design Decision Oriented by Hierarchical Relevance of User’s First Perceptual Demand

User’s perceptual demands for products usually show “multi-dimensional, multi-level, dynamic, and ambiguous” features. Emotional words and phrases are often used by users to express their perceptual demands for products. In this paper, the dynamic intuitionistic fuzzy multi-attribute decision-making method is adopted to establish the hierarchy of demands. The correlation measure of intuitionistic fuzzy sets is used to calculate the correlation between the perceptual demand set and the semantic set with emotional expressions. Mapping the results to target users’ typical characteristics, we can acquire the users’ hierarchy of demands to designed products. Taking the design of a headset as the case, product perception evaluation experiments and relevant data analysis of 10 different design plans are carried out to clarify the ideal product’s “position” in the semantic space of typical user group. The hierarchy of perceptual demands of users to the headset is successfully established, which proved the feasibility of this method