Rajamangala University of Technology Lanna, 128 Huay Kaew Road, Muang, Chiang Mai, 50300, Thailand
Nagaoka University of Technology, 1603-1, Kamitomiok, Nakaoka, Niigata, 940-2188, Japan
Ceramic is one of the highly competitive products in Thailand. Many Thai ceramic companies are attempting to know the customer needs and perceptions for making favorite products. To know customer needs is the target of designers and to develop a product that must satisfy customers. This research is applied Kansei Engineering (KE) and Data Mining (DM) into the customer driven product design process. KE can translate customer emotions into the product attributes. This method determines the relationships between customer feelings or Kansei words and the design attributes. Decision tree J48 and Class association rule which implemented through Waikato Environment for Knowledge Analysis (WEKA) software are used to generate a predictive model and to find the appropriate rules. In this experiment, the emotion scores were rated by 37 participants for training data and 16 participants for test data. 6 Kansei words were selected, namely, attractive, ease of drinking, ease of handing, quality, modern and durable. 10 mugs were selected as product samples. The results of this study indicate that the proposed models and rules can interpret the design product elements affecting the customer emotions. Finally, this study provides useful understanding for the application DM in KE and can be applied to a variety of design cases.