Emotional engineering Volume 3: service development

120 Pages·2011·5.923 MB·English

by  Fukuda, Shūichi

Shuichi Fukuda Editor
Emotional
Engineering
(Vol. 3)
Emotional Engineering (Vol. 3)
Shuichi Fukuda
Editor
Emotional Engineering
(Vol. 3)
123
Editor
ShuichiFukuda
Keio University
Tokyo
Japan
ISBN 978-3-319-11554-2 ISBN 978-3-319-11555-9 (eBook)
DOI 10.1007/978-3-319-11555-9
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Preface
What characterizes humans is we can see the future. In other words, we have a
dream.Animalslivefornow,buthumansliveforthefuture.Engineeringishereto
make our dreams come true. But the road to realize our dreams is not straight-
forward. We have to find our way step by step. Yes, we have to be very much
adaptive.
Ourengineeringhasbeenlikeanoaktree.Nomatterwhatsituationscomeup,it
stands there, unperturbed. But the situations are not so gentle anymore. Our
engineering has to be changed and it should be more adaptive like a willow tree.
Willows communicate with the situations and they survive even in such hard
situations where oak trees cannot withstand.
Willowsjustadapttothepresentsituations.Butwehavetobeadaptive,notfor
now,butfortomorrowtomakeourdreamscometrue.But,howcanwedothat?To
make a fruitful step forward, we need to communicate with the outer world and at
the same time we have to look back and look into the future.
Our engineering has focused primarily on spatial issues. But if we get down to
the basics of engineering or if we consider why we started engineering, we will
realizewehavetobetimeconscious.Wehavetobesituationawareintermsofnot
only space but also time.
To go back and forth in time, we have to communicate not only with the outer
world but also with ourselves. Then, we can collaborate with others and with our
products to make a right step forward.
Emotion andmotivation come from thesame Latinword “movere”, sothey are
closely related and they constitute a closed loop. Dreams are our motivations and
emotions light our way to our destinations.
Although there are diverse topics in Volume 3, the main stream is communi-
cation. The word “communication” is associated with the commons. We have to
communicate to create our commons not only between humans, but also between
humans and products and last but very importantly between products, because our
products are getting softer and softer and more and more flexible and adaptive.
v
vi Preface
I hope the reader set sail to the new world of communication and find out how
emotional engineering plays an important role there. I am sure they will enjoy the
voyage.
Finally, I would like to thank all authors from the bottom of my heart and my
sincere thanks go to Mr. Anthony Doyle, Ms. Gabriella Anderson, and Ms. Vani
Gopi, all at Springer and Ms. Radhika Sree V for editing the book.
Shuichi Fukuda
Contents
Age of Subjective Engineering . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Shuichi Fukuda
Human-Product Communication . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Shuichi Fukuda
Best Fit Product . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
Shuichi Fukuda
Human Centered Industry. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39
Shuichi Fukuda
Kansei Information Processes in Early Design: Design Cognition
and Computation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55
Carole Bouchard, Jean-François Omhover and Jieun Kim
Soft Entrainment: Co-emergence of “Maai” and Entrainment
by Rhythm Controller. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 73
Shiroh Itai and Yoshiyuki Miwa
Emotion Recognition Using Short Time Speech Analysis. . . . . . . . . . . 93
Hao Zhang, Shin’ichi Warisawa and Ichiro Yamada
A Psychophysiological Approach Towards Understanding
Emotions. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 105
Kazutaka Ueda
vii
Age of Subjective Engineering
Shuichi Fukuda
Abstract Uptonow,peoplehavebeenlookingforproductsbecausetheybrought
forthgreatconvenienceintheirlife.Peoplethoughtthemorefunctionswereadded,
thegreatertheirQOL(QualityofLife)wouldbecome.Inthesetimes,engineersdid
their best to produce better quality products with more functions. But ironically
enough,themoretechnologyadvancesandthefasterproductscanbeproduced,the
more people come to feel dissatisfied. Such remarkable progress changed people’s
life and their life space became far wider and their lifestyle became very much
personalized. Addition of many functions in a short time did not bring satisfaction
to them, but on the contrary, it irritated them, because they could not master it in
such a short time. Thus, people’s expectations come tobe very much personalized
andthey come tofeel satisfied whentheirpersonal expectations arereally metand
realized. To express such a change in another way, engineers have been trying to
achieve the best in objective evaluation, but people come to evaluate value in a
subjective way. Thus, it becomes increasingly important for engineers to satisfy
each customer’s expectation rather than achieving the best in the objective sense.
Our engineering is, therefore, quickly moving from objective engineering to sub-
jective engineering.
1 Quality of Life
Quality of Life (QOL) is attracting wide attention these days as one of our very
important issues. It should be noted that QOL has now come to be discussed in
terms of Subjective well-being (SWB).
AlthoughQOLhaslongbeenourmostcentralconcern,wehavebeendiscussing
well-being or happiness from the objective perspective or in economic terms
S.Fukuda(&)
SystemDesignandManagement,KeioUniversity,4-4-1Hiyoshi,Kohoku-ku,
Yokohama223-8526,Japan
e-mail:[email protected]
©SpringerInternationalPublishingSwitzerland2015 1
S.Fukuda(ed.),EmotionalEngineering(Vol.3),
DOI10.1007/978-3-319-11555-9_1
2 S.Fukuda
uptonow.Inshort,wehavebeenthinkingthatwearehappyanditisagoodlife,if
wehavemoney.Valueisconsideredintermsofmoney.Buthappinessissubjective
so that QOL should be evaluated by SWB. This is the recent assertion of QOL in
psychology.
Thisisadiscussioninthefieldofpsychology.Butifwelookatengineering,we
understand that engineering is no exception. Value has been defined [1] as
Value Performance=Cost
¼
Thenumerator“performance”haslongbeenregardedasthefunctionsofafinal
product.Itisonlyrecentlythatwecometoregardthisnumerator“performance”in
the exact sense of the word and come to include MRO (Maintenance, Repair, and
Operations)asimportantperformancefactors.Butstillthefundamentalframework
of evaluating performance is based on economics. Value in this equation means
economic value. Or to be more exact, it means producers’ profit.
With increasing diversification of customer’s needs, value has come to be
interpreted in a wider sense. Regarding MRO as performance is such a move. But
whenwetrytoincludethemintoperformance,wefacetheproblemofhowwecan
evaluaterepair.Ifitismaintenance,whichmeanstorestoredegradingfunctionsto
its original design level, it is rather straightforward and we can evaluate the task
objectively or in economic terms, because the task is fundamentally no different
from production. The goal is clear and we know what technologies should be
applied. This is the same kind of work as we do to produce a new product.
But when it comes to repair, we find ourselves at a loss. There is no objective
basisforevaluatingrepair.Thisisexactlythesameasinhealthcare.Doctor’shealth
and our health are different. Even if a doctor says you are healthy, we do not feel
healthy, if we cannot spend our days as we like. If you would like to drink, you
don’t feel healthy, if you cannot drink. But even if a doctor says you are not
healthy,butifyoucandrink,thenyouwouldthinkyouarehealthy.Engineershave
been discussing performance in the same sense as doctor’s health. It is very much
objectiveandperformanceofaproductcanbediscussed incomparisonwiththose
of other products.
Thus,QOL for adoctor andQOL for usaredifferent. Peoplecome tobe aware
ofthisdifference andtheynowunderstandthatwhenwediscussQOL,wehaveto
introduce the concept of SWB, because the evaluation of QOL depends largely on
individuals and it varies quite widely from person to person. People come to
understand that it does not make sense to discuss such individualistic factor
objectively.
Medical treatments are composed of diagnosis and treatments. But correct
diagnosis and treatment does not necessary mean good medical care for patients.
Whatpatientswantiswhethertheycanspendahappylifeintheirownlifestyle.So
agood doctor woulddiagnosetosatisfythem. Then,patients wouldenjoy lifeand
further they might recover more quickly because they feel happy.
Engineering design has been in a sense carrying out correct diagnosis. How
correctwecanbetechnologicallyhasbeenourmainfocusinengineering.Thiscan
AgeofSubjectiveEngineering 3
beachievedstraightforwardly,ifthegoalistodevelopanewproductortomaintain
aproduct,butwhenitcomes torepair,wehavetotake ourcustomers’satisfaction
intoconsideration.Towhatextentandtowhatleveltheywouldliketheirproducts
repaired depend largely upon customers’ ways of living and their senses of satis-
faction.Inthissense,healthcareandengineeringarebasicallythesame.Bothhave
to consider emotions of their customers (patients).
In QOL evaluation, objective or economicsatisfactionhas been the measure up
to now. But diversifying lifestyles necessitated the introduction of subjective
measures such as SWB. Currently a subjective measure focusing on the present
situation is widely used. If a person feels satisfied with today’s life, then SWB is
considered high.
Althoughthisiscalledsubjective,itisnotcompletelysubjectiveinatruesense.
PeoplecancomparetheirQOLswiththoseofotherseasilyandtheyfeelhappyornot
basedonsuchcomparison.Ifyourfriendbuysanotherproductthatworksbetterthan
yours,youwouldfeeldissatisfied,althoughyouchosetobuytheproductyoulike.
The current engineering response to diversification is quasi-subjective. We
increase the varieties of products to respond to the diversifying customer require-
ments. This is because customer satisfaction is considered only at a specific time,
i.e., at the time of delivery. So the current engineering framework is not different
from the traditional one. The change we achieved is that we can produce wider
variety of products with the progress of technology in shorter time. The funda-
mentalidearemainsthesame.Soalthoughtheproduceremphasizedtheimportance
of customer satisfaction, it is none other than how they can change their product
betterintheirwayofproductionanditdoesnotcomefromthetrueobservationof
whatcustomersreallywant.Thus,today’sengineeringsatisfiescustomerwantsjust
for today. So customers are happy today. But how will they be tomorrow?
Interestingly enough, in psychology, there is a new measure coming up. It is
Expectation Satisfaction. People feel happy when their expectations are satisfied.
This is very much different from the current discussion of customer satisfaction.
Today’s discussion is how customers feel satisfied today. This only considers
customerspasthistories;theirmemoriesandexperiences.Howtheyspenttheirlife
andhowtheirwaysoflivinghasbeen.Inshort,currentproductionisbasedonthe
past.
But in QOL, it was found that people’s evaluation of QOL varies largely with
expectations. It is known that GDP and QOL are closely related. Although GDP
does not seem to be subjective, it changes by people’s expectations. If people
expect better life tomorrow, they will spend more and GDP will go up. And when
peoplefeeltheirexpectationsaremet,theyfeelhappier.SoExpectationSatisfaction
isgetting attention these days.Theamountofsatisfaction changes with howmuch
expectationisachieved.Thisevaluationiscompletelysubjective.Expectationsvary
from person to person and it not only depends on the past, but it also depends on
how a person looks into the future.
Biologists tell us that the human is the only one species that can see the future.
Some animals can use tools, but they cannot see the future (At least that is
what biologists tell us.). Animals live for now, while humans live for the future.