Editing Kansei engineering (section)

==Introduction==
Product design has become increasingly complex as products contain more functions and have to meet increasing demands such as user-friendliness, manufacturability and ecological considerations. With a shortened [[product lifecycle]], development costs are likely to increase. Since errors in the estimations of market trends can be very expensive, companies therefore perform benchmarking studies that compare with competitors on strategic, process, marketing, and product levels. However, success in a certain market segment not only requires knowledge about the competitors and the performance of competing products, but also about the impressions which a product leaves to the customer. The latter requirement becomes much more important as products and companies are becoming mature. Customers purchase products based on subjective terms such as [[brand image]], reputation, design, impression etc.. A large number of manufacturers have started to consider such subjective properties and develop their products in a way that conveys the company image. A reliable instrument is therefore needed: an instrument which can predict the reception of a product on the market before the development costs become too large.

This demand has triggered the research dealing with the translation of the customer's subjective, hidden needs into concrete products. Research is done foremost in Asia, including Japan and Korea. In Europe, a network has been forged under the 6th EU framework. This network refers to the new research field as "[[emotional design]]" or "affective engineering".<ref>{{Cite book |last=Nagamachi |first=Mitsuo |title=Innovations of Kansei Engineering |publisher=CRC Press |year=2010 |isbn=8126556552}}</ref>