WHAT IT IS:
Participants are asked to rank products or
services based on “value” attributes to deﬁne
what attributes will be perceived as desirable
and connect with the user.
WHY IS IT VALUABLE:
• Helps both the participants and designers
to identify the aspirational attributes of a
product or service
• Can contribute to brand strategy
EXAMPLE: Designing for a new product category for a consumer brand, the client was
interested in understanding how the new product line would be described by consumers.
We used a set of key words and adjectives in which the participants ranked which words they
would most likely use to describe the products. This helped us to make recommendations
towards how the client would want to position these products in the market.
WHEN TO USE IT:
When you’re trying to understand how
people describe the value of the concept,
product, service, or experience. Use it when
your are trying to meaningfully align products
with user expectations. It works well towards
the end of a participatory session when the
user understands the product, service or
experience concepts that have been
generated or provided.
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