Search for DImensions of Consumer Needs: Differences Among Generative Tools

The objectives of this study are to discover underlying dimensions of consumer needs with generative tools and to compare the effect of a tool in eliciting consumer needs by comparing results obtained by different tools. Three previous projects of searching consumer needs are utilized as the data for this study. The projects were about university students' needs on devices supporting studying; SNS (social network service) based health care service design for teenagers, and health care service design for local hospitals. Three dimensions are found and the combinations of the three produce eight types of consumer needs. The three dimensional eight type framework of consumer needs is applied for comparing differences among generative tools. Workbooks and 3-D modeling proved to be good tools in eliciting functional and improvable needs, while collages turned out to be good tools for revealing emotional needs. The younger generation reveals their willingness to extend their capabilities and be empowered, while adults' scopes are much narrower within the boundary of improvements in their current situations