[2F6-GS-13] AI application: Emotions and Kansei

[2F6-GS-13-03] Empirical Analysis using Smell and Images in Sake Experience Value

Measuring Emotional Values Using Service Design Methodology

〇Masaaki Fuse¹, Ayaka Okubo² (1. Kindai University, 2. Dell Japan)

Keywords:Service Design, Aroma and Taste, Empirical Analysis

In recent years, variation in values between individual people has given rise to growing business in the use of IT to provide services that are tailored to individuals. In designing business models which measure value on the basis of intangible rather than tangible things, there is a demand, even in manufacturing industries, for unravelling the various elements that make up this experiential value, and reconstructing them as services. Service design is an approach that makes this possible. It may be possible, for instance, to estimate the experiential value perceived by a customer, and factors behind that perception, by observing and measuring, and thereby visualizing and quantifying consumption behavior.

In this paper, we seek to analyze how different factors, including smell and perception, influence the experience of drinking sake. We would be using a customer journey map, a typical service design tool, and the “sake tasting map” proposed by Fukushima (2013). Drinking tests were performed by collecting and analyzing survey responses from 89 participants of different ages, genders, and nationalities as they tried out sake. The results indicate that the timing at which one can best smell sake’s fragrance and the perception of sake while drinking it influence the perceived value of its drinking experience.