Structural predictor (Mathematical Model) of concept generation (Visual and Linguistic Context) for product development

Product development typically refers to all of the stages involved in bringing a product from concept or idea through market release and beyond. In other words, product development incorporates a product’s entire journey. The literature review analysis suggested that consideration must be given to the human judgmental process and desire (emotional) in concept generation (product development). There are two main factors in concept generation that must be fully understood which are the product value and the relationship between product and user. For the first factor, the basic perspective of a product’s value is concept generation itself, an early design thinking in product development (visual). For the second factor, humans are end users and their opinion is essential (linguistic). This correlation can be matched to user satisfaction as an additional demand feature for product value. To enhance the approach, the influence of visual and linguistic context in concept generation would lead to the user’s decision. Based on this reason, the objectives of this research are to identify the main factors for product development (concept generation), develop the structural predictor of the conceptual model in concept generation of visual and linguistic aspects based on related factors, apply, evaluate and validate the model of visual and linguistic aspects for product development by using the Analytical Hierarchy Process (AHP), and propose the developed model in mathematical approach (structural predictor). For the methodology, original questionnaires will be developed and generated by using conceptual model in concept generation approach. The result will consist of users’ emotional feelings (Linguistic Method Context) through their chosen visual product (Visual Method Context). The model from “Visual Method Context” which is Fev Matrix (Hierarchy of Need), will act as a guideline to develop the design possibilities from users’ visual analysis. It also leads to design innovation. Further understanding towards the object was gained by recognising the object (human viewing) in a thematic relation (linguistic), as proof of theoretical integrations in identifying consumers' needs through their emotions. All of these processes are integrated and built as mathematical approach (structural predictor). Since this model can be applied to various products, the car centre console is chosen to become a case study (application) to see the concept generation phase development. The product was chosen due to its relevance to daily life, common usage, and a variety of features. Car centre consoles are indeed popular and versatile products that serve both functional and aesthetic purposes. As a result, the data collected will be analysed and identified using the mathematical decision-making approach. Analytical Hierarchy Process (AHP). The results showed that the structural predictor of conceptual design able to generate the desired design concept and as the best design choice among respondents. The chosen design gives the emotional feeling of Simple (in Emotional Word) while looking at the product and also significantly correlates with the Emotional Word (Simple) at a value of 0.663, p <0.05. The results also indicated that the design elements (features) are the main priority in design considerations for the car centre console. This research conclude that a relationship existed between the visual and linguistic aspects of concept generation (product development). The result shows that the perceived attributes (visual and linguistic) are correlated and impacted by the concept generation in product development.