I.D. Tool

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(From the ENGAGE Web site description:) I.D. Tool identifies the physical design attributes that a product has in order to evoke the desired experience by the target customers. This is uncovered by mapping the user’s mental reactions that creates the immediate affective impressions of the product as well as the long term opinions towards it.


I.D. Tool consists of three parts: (The following is a copy-paste from ENGAGE Web site)
1) The collection of product impressions with the use in-depth interviews or focus group sessions.
2) The analysis of interview input by categorization according to a predetermined structure.
3) The visual result presentation with diagrams that shows the connection between product attributes, impressions and customer opinions.
Each stage is carried out with the use of a software program:
a) An electronic questionnaire which supports the interviewer and capture the customer statements.
b) A built in tool for real time categorization of the collected information.
c) A result viewer which presents the results directly on-site.


Provides in-depth understanding of target customers’ reaction to the product and associated materials.


The method captures the subjective opinions of a specific customer group and is therefore culture dependent. Cost may also be an issue?

References describing the method

Opperud, A. (2004). Semiotic Product Analysis. In: McDonagh, D. Hekkert, P. van Erp, J. and Gyi, D. (Eds.), Design and Emotion: The Experience of Everyday Things (pp. 137-142). London and New York: Taylor and Francis.