消費者對產品的需求往往是不斷變化、抽象模糊的，甚至連消費者自身都不清楚。如何才能將其誘引出來，並轉換為設計發展的參考依據，是產品開發過程中所面臨的一項重大課題。同感設計是一種新的市場研究技術，強調站在消費者的立場，透過細微觀察分析，以滿足消費者需求。然而同感設計實行時卻是費時且需經驗的。故本研究旨在創造系統化同感設計模式，其主要程序為參與觀察描述現象、階梯訪談獲得資料、蘊含矩陣協助思考和分析、階層價值圖進行集體研討解答和心智圖發展可能解答的原型。
經示範應用“工作場所設計”和“電子導遊設計”，證實了系統化同感設計模式具可操作性與實用性，能有效幫助設計師和消費者在產品需求上取得共識。藉心智圖，原型可依設計師需要再被仿製及改造。此外，系統化同感設計模式的各步驟可明確地被執行，且緊密相連到下一步，如此可減短設計時程。系統化同感設計模式使用了視覺化的資料來進行產品創新與改良。此模式聚焦在設計過程的前階段，提供設計產業一個能有效預測消費者潛在需求與發展產品原型的技術。

Consumers’ demands for a product are always changing and vague; even consumers themselves are not aware of this. How to elicit consumers’ demands and transform them as a reference to design development is a critical issue. Empathic Design is a new market research technique that aims to meet the needs of consumers through analysis of detailed observations. However, it takes considerable time and experience to implement the Empathic Design. Therefore, the purpose of this study is to create a Systematic Empathic Design Model, which consists of Participant Observation to describe phenomena, capturing data via Laddering interviews, using an Implication Matrix to assist reflection and analysis, brainstorming for solutions using Hierarchical Value Maps, and developing prototypes of possible solutions using Mind Mapping.
Through the exemplary applications “workshop area design” and “electronic tour guide design”, the author demonstrate that SEDM is both feasible and practical, and it effectively enables designers and consumers to reach a common ground in product needs. By Mind Mapping, the prototype can be then imitated and reinvented by designers as needed. In addition, each step of SEDM can be executed clearly and is closely connected to the next step, as well as this can shorten the design time. SEDM uses visual data for product innovation and improvement. This model focuses on the early phase of the design process, providing the designing industry with a technique to forecast consumers’ potential needs and develop a prototype effectively.

Alam, I. & Perry, C. (2002), “A customer-oriented new service development process,” Journal of Services Marketing, 16 (6) pp.515-534.
Alʹtshuller, G. S. (1984), Creativity as an exact science: The theory of the solution of inventive problems, New York: Gordon and Breach Science.
Ap, J. & Wong, K. K. F. (2001), “Case study on tour guiding: Professionalism, issues and problems,” Tourism Management, 22 (5) pp.551-563.
Armstrong, G. & Kotler, P. (2000), Marketing: An introduction (5th ed.), New Jersey: Prentice Hall.
Baxter, M. (1995), Product design: A practical guide to systematic methods of new product development, London: Chapman & Hall.
Botschen, G. & Hemetsberger, A. (1998), “Diagnosing means-end structures to determine the degree of potential marketing program standardization,” Journal of Business Research, 42 (2) pp.151-159.
Budd, J. W. (2004), “Mind maps as classroom exercises,” Journal of Economic Education, 35 (1) pp.35-46.
Buzan, T. (1974), Use your head, London: BBC.
Buzan, T. (2002), How to mind map: The ultimate thinking tool that will change your life, London: Thorsons.
Buzan, T. & Buzan, B. (1996), The mind map book: How to use radiant thinking to maximize your brain's untapped potential, New York: Plume.
Chen, Z. Y. & Zeng, Y. (2006), “Classification of product requirements based on product environment,” Concurrent Engineering: Research and Applications, An International Journal, 14 (3) pp.219-230.
Chiu, C.-M. (2005), “Applying means-end chain theory to eliciting system requirements and understanding users perceptual orientations,” Information & Management, 42 (3) pp.455-468.
Christensen, C. M. & Raynor, M. E. (2003), The innovator's solution: Creating and sustaining successful growth, Boston: Harvard Business School.
Christensen, G. L. & Olson, J. C. (2002), “Mapping consumers' mental models with ZMET,” Psychology and Marketing, 19 (6) pp.477-502.
Chuang, M. C., Chang, C. C. & Hsu, S. H. (2001), “Perceptual factors underlying user preferences toward product form of mobile phones,” International Journal of Industrial Ergonomics, 27 (4) pp.247-258.
Cooper, R. G. (1998), Product leadership: Creating and launching superior new products, New York: Perseus Books.
D'Antoni, A. V. & Zipp, G. P. (2006), “Applications of the mind map learning technique in chiropractic education: A pilot study and literature review,” Journal of Chiropractic Humanities, 13 pp.2-11.
Deszca, G., Munro, H. & Noori, H. (1999), “Developing breakthrough products: Challenges and options for market assessment,” Journal of Operations Management, 17 (6) pp.613-630.
Evans, S. & Burns, A. D. (2007), “An investigation of customer delight during product evaluation: Implications for the development of desirable products,” Journal of Engineering Manufacture, 221 (11) pp.1625-1640.
Ferran, F. d. & Grunert, K. G. (2007), “French fair trade coffee buyers' purchasing motives: An exploratory study using means-end chains analysis,” Food Quality and Preference, 18 (2) pp.218-229.
Fotopoulos, C., Krystallis, A. & Ness, M. (2003), “Wine produced by organic grapes in Greece: Using means-end chains analysis to reveal organic buyers' purchasing motives in comparison to the non-buyers,” Food Quality and Preference, 14 (7) pp.549-566.
Fritsch, J., Júdice, A., Soini, K. & Tretten, P. (2007), “Storytelling and repetitive narratives for design empathy: Case Suomenlinna,” Proceedings of Design Inquiries, Nordes Nordic Design Research Conference, Stockholm, Sweden.
Gelb, M. J. (1998), How to think like Leonardo da Vinci: Seven steps to genius every day, New York: Delacorte.
Gengler, C. E., Klenosky, D. B. & Mulvey, M. S. (1995), “Improving the graphic representation of means-end results,” International Journal of Research in Marketing, 12 (3) pp.245-256.
Gengler, C. E., Mulvey, M. S. & Oglethorpe, J. E. (1999), “A means-end analysis of mothers' infant feeding choices,” Journal of Public Policy & Marketing, 18 (2) pp.172-188.
Goldenberg, M. A., Klenosky, D. B., O'Leary, J. T. & Templin, T. J. (2000), “A means-end investigation of ropes course experiences,” Journal of Leisure Research, 32 (2) pp.208-224.
Gutman, J. (1982), “A means-end chain model based on consumer categorization processes,” Journal of Marketing, 46 (2) pp.60-72.
Gutman, J. & Miaoulis, G. (2003), “Communicating a quality position in service delivery: An application in higher education,” Managing Service Quality, 13 (2) pp.105-111.
Halseth, G. & Doddridge, J. (2000), “Children's cognitive mapping: A potential tool for neighbourhood planning,” Environment and Planning B: Planning and Design, 27 (4) pp.565-582.
Hofstede, F. t., Audenaert, A., Steenkamp, J.-B. E. M. & Wedel, M. (1998), “An investigation into the association pattern technique as a quantitative approach to measuring means-end chains,” International Journal of Research in Marketing, 15 (1) pp.37-50.
Jääskö, V. & Mattelmäki, T. (2003), “Observing and probing,” Proceedings of the 2003 International Conference on Designing Pleasurable Products and Interfaces, pp.126-131, Pittsburgh, Pennsylvania, USA.
Jain, D. & Singh, S. S. (2002), “Customer lifetime value research in marketing: A review and future directions,” Journal of Interactive Marketing, 16 (2) pp.34-46.
Jerrard, R. N., Barnes, N. & Reid, A. (2008), “Design, risk and new product development in five small creative companies,” International Journal of Design, 2 (1) pp.21-30.
Jordan, P. W. (1998), An introduction to usability, London: Taylor & Francis.
Jorgensen, D. L. (1989), Participant observation: A methodology for human studies, Newbury Park, CA: Sage.
Kano, N., Seraku, N., Takahashi, F. & Tsuji, S. (1984), “Attractive quality and must-be quality,” The Journal of the Japanese Society for Quality Control, 14 (2) pp.39-48.
Kelley, T., Littman, J. & Peters, T. (2001), The art of innovation: Lessons in creativity from IDEO, America's leading design Firm, New York: Currency Doubleday.
Kientz, J. A. & Abowd, G. D. (2008), “When the designer becomes the user: Designing a system for therapists by becoming a therapist,” Proceedings of the CHI '08 Extended Abstracts on Human Factors in Computing Systems, pp.2071-2078, Florence, Italy.
Kleef, E. v., Trijp, H. C. M. v. & Luning, P. (2005), “Consumer research in the early stages of new product development: A critical review of methods and techniques,” Food Quality and Preference, 16 (3) pp.181-201.
Klenosky, D. B. (2002), “The "pull" of tourism destinations: A means-end investigation,” Journal of Travel Research, 40 (4) pp.385-395.
Kokotovich, V. (2008), “Problem analysis and thinking tools: An empirical study of non-hierarchical mind mapping,” Design Studies, 29 (1) pp.49-69.
Koskinen, I., Battarbee, K. & Mattelmäki, T. (2003), Empathic design: User experience in product design, Helsinki: IT.
Kouprie, M. & Visser, F. S. (2009), “A framework for empathy in design: Stepping into and out of the user's life,” Journal of Engineering Design, 20 (5) pp.437-448.
Kramer, T. (2003), The effect of preference measurement on preference construction and responses to customized offers, Unpublished Doctoral Dissertation, Stanford University, California, United States.
Kuisma, T., Laukkanen, T. & Hiltunen, M. (2007), “Mapping the reasons for resistance to internet banking: A means-end approach,” International Journal of Information Management, 27 (2) pp.75-85.
Leonard, D. & Rayport, J. F. (1997), “Spark innovation through empathic design,” Harvard Business Review, 75 (6) pp.102-113.
Lofthouse, V., Bhamra, T. & Burrow, T. (2005), “A new way of understanding the customer for fibre manufacturers,” International Journal of Clothing Science and Technology, 17 (5) pp.349-360.
Maletz, M., Blouin, J. G., Schnedl, H., Brisson, D. & Zamazal, K. (2007), “A holistic approach for integrated requirements modeling in the product development process,” The Future of Product Development: Proceedings of the 17th CIRP Design Conference, pp.197-207.
Mattelmäki, T. & Battarbee, K. (2002), “Empathy probes,” Proceedings of PDC2002: 7th Biennial Participatory Design Conference, pp.266-271, Malmö, Sweden.
McDonagh, D., Thomas, J., Chen, S., He, J., Hong, Y. S., Kim, Y., Zhang, Z. & Pena-mora, F. (2009), “Empathic design research: Disability + relevant design,” Journal of Nanjing University of Science and Technology, 33 pp.24-29.
Mento, A. J., Martinelli, P. & Jones, R. M. (1999), “Mind mapping in executive education: Applications and outcomes,” Journal of Management Development, 18 (4) pp.390-416.
Miceli, G. N., Ricotta, F. & Costabile, M. (2007), “Customizing customization: A conceptual framework for interactive personalization,” Journal of Interactive Marketing, 21 (2) pp.6-25.
Miller, M. (1995), “Covert participant observation: Reconsidering the least used method,” Journal of Contemporary Criminal Justice, 11 (2) pp.97-105.
Nielsen, J. (1993), Usability engineering, Boston: Academic.
Nunnally, J. C. (1978), Psychometric Theory, New York: McGraw-Hill.
Olson, J. C. & Reynolds, T. J. (1983), Understanding consumers' cognitive structures: Implications for marketing strategy, Lexington, MA: Lexington Books.
Parry, M. E. (2002), Strategic marketing management: A means-end approach, New York: McGraw Hill.
Paykoç, F., Mengi, B., Kamay, P. O., Önkol, P., Özgür, B., Pilli, O. & Yıldırım, H. (2004), “What are the major curriculum issues?: The use of mindmapping as a brainstorming exercise,” Proceedings of the First International Conference on Concept Mapping, pp.457-467, Pamplona, Spain.
Pedgley, O. (2007), “Capturing and analysing own design activity,” Design Studies, 28 (5) pp.463-483.
Penn, A., Desyllas, J. & Vaughan, L. (1999), “The space of innovation: Interaction and communication in the work environment,” Environment and Planning B: Planning and Design, 26 (2) pp.193-218.
Phillips, J. M. & Reynolds, T. J. (2009), “A hard look at hard laddering: A comparison of studies examining the hierarchical structure of means-end theory,” Qualitative Market Research: An International Journal, 12 (1) pp.83-99.
Pieters, R., Baumgartner, H. & Allen, D. (1995), “A means-end chain approach to consumer goal structures,” International Journal of Research in Marketing, 12 (3) pp.227-244.
Protzman, K. M. & Raval, V. (2004), “Concept mapping-A learning tool for the information systems audit profession,” Information Systems Control Journal, 3 pp.1-4.
Reed, W. (2005), Mind mapping for memory and creativity (in Japanese), Tokyo: Forest.
Rekom, J. v. & Wierenga, B. (2002), “Means-end relations: Hierarchies or networks? An inquiry into the (a)symmetry of means-end relations,” ERIM Report Series Research in Management, ERS-2002-36-MKT, Rotterdam: Erasmus University.
Reynolds, T. J. & Gutman, J. (1988), “Laddering theory, method, analysis, and interpretation,” Journal of Advertising Research, 28 (1) pp.11-31.
Reynolds, T. J. & Olson, J. C. (2001), Understanding consumer decision making: The means-end approach to marketing and advertising strategy, Mahwah, NJ: Lawrence Erlbaum.
Schiffman, L. G. & Kanuk, L. L. (2000), Consumer behavior (7th ed.), New Jersey: Prentice Hall.
Stanton, N. A. & Young, M. S. (1999), A guide to methodology in ergonomics: Designing for human use, London: Taylor & Francis.
Sun, X., Zeng, Y. & Zhou, F. (2011), “Environment-based design (EBD) approach to developing quality management system: A case study,” Journal of Integrated Design and Process Science, 15 (2) pp.53-70.
Ullman, D. G. (2003), The mechanical design process (3rd ed.), New York: McGraw Hill.
Ulwick, A. W. (2002), “Turn customer input into innovation,” Havard Business Review, 80 pp.91-97.
Veludo-de-Oliveira, T. M., Ikeda, A. A. & Campomar, M. C. (2006), “Discussing laddering application by the means-end chain theory,” The Qualitative Report, 11 (4) pp.626-642.
Wang, K.-C., Hsieh, A.-T., Chou, S.-H. & Lin, Y.-S. (2007), “GPTCCC: An instrument for measuring group package tour service,” Tourism Management, 28 (2) pp.361-376.
Wang, M. & Zeng, Y. (2009), “Asking the right questions to elicit product requirements,” International Journal of Computer Integrated Manufacturing, 22 (4) pp.283-298.
Wang, S.-h., Hwang, S.-h. & Ho, M.-c. (2009), “Empathic design: Understanding user experience through schema changes,” Proceedings of International Association of Societies Design Research, Korea Society of Design Science, Seoul, South Korea.
Wimmer, R. D. & Dominick, J. R. (2006), Mass media research: An introduction (8th ed.), Belmont: Wadsworth.
Woodruff, R. B. & Gardial, S. F. (1996), Know your customer: New approaches to understanding customer value and satisfaction, Cambridge, MA: Blackwell.
Yung, K. L., Ko, S. M., Kwan, F. Y., Tam, H. K., Lam, C. W., Ng, H. P. & Lau, K. S. (2006), “Application of function deployment model in decision making for new product development,” Concurrent Engineering: Research and Applications, 14 (3) pp.257-267.
Zaltman, G. & Coulter, R. H. (1995), “Seeing the voice of the customer: Metaphor-based advertising research,” Journal of Advertising Research, 35 (4) pp.35-51.
Zanoli, R. & Naspetti, S. (2002), “Consumer motivations in the purchase of organic food: A means-end approach,” British Food Journal, 104 (8) pp.643-653.