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L. Hagedorn et al.
7.3.1 Study Aim and Results
An online survey with 120 participants was carried out. More women than men took
part in the survey. 63% were women and 36% were men. The oldest participant in
the study was 72 years old while the youngest was 18 years old. The average age of
the respondents was 32 years. The medium age was 29 years.
The survey contains a total of six parts (Introduction of the survey, Opinion
on customer-specific mass production, Opinion on an extension of individualization, Information for the workshop, Information on demography, Conclusion of the
survey). However, only a small excerpt will be given here to show the most important
facts.
In response to the question of whether the participants already had experience with
customer-specific mass production, 21% answered yes. 72% had no experience, but
were interested. Only about seven percent had not yet bought such a product and
could not imagine acting differently in the future.
The respondents were also asked: “Would you have a higher bond to the product if
you could design it more strongly than with “normal” individualization?” Here 73%
replied that they would have a higher bond to the product if they could co-design
it with a designer. 13% would have a higher bond with conventional custom mass
production. 14% said they had the same product binding in both cases.
Participants were then asked to choose which product they would use longer. 9%
said they would use a normal individualized product longer, 42% said they would
use the product longer if it was more individualized. 49% say they would use it the
same length of time in both cases.
In addition, the participants were asked which products they could imagine to be
extended customer-specific mass production. Multiple selection was possible. Most
customers were interested in furniture (34% of the votes cast) and clothing (30% of
the votes cast). 13% of the votes were for means of transport, 10% for household
articles and a further 8% for electronic articles.
Among the items mentioned were means of transport, household utensils and
electronic goods.
It can therefore be deduced from the survey that an individual design of the
products leads to a higher product binding and thus more sustainability. Furthermore,
it can be stated that an extended customer-specific mass production is desired by the
customer.
7.3.2 Co-creation Workshop
The results of the first part of the investigation revealed that a stronger individualization of the aesthetic features of the product has a positive influence on the product
attachment of the customer (as stated above). The second part of the investigation
had the goal to find out how to implement a stronger product individualization in the
L. Hagedorn et al.
7.3.1 Study Aim and Results
An online survey with 120 participants was carried out. More women than men took
part in the survey. 63% were women and 36% were men. The oldest participant in
the study was 72 years old while the youngest was 18 years old. The average age of
the respondents was 32 years. The medium age was 29 years.
The survey contains a total of six parts (Introduction of the survey, Opinion
on customer-specific mass production, Opinion on an extension of individualization, Information for the workshop, Information on demography, Conclusion of the
survey). However, only a small excerpt will be given here to show the most important
facts.
In response to the question of whether the participants already had experience with
customer-specific mass production, 21% answered yes. 72% had no experience, but
were interested. Only about seven percent had not yet bought such a product and
could not imagine acting differently in the future.
The respondents were also asked: “Would you have a higher bond to the product if
you could design it more strongly than with “normal” individualization?” Here 73%
replied that they would have a higher bond to the product if they could co-design
it with a designer. 13% would have a higher bond with conventional custom mass
production. 14% said they had the same product binding in both cases.
Participants were then asked to choose which product they would use longer. 9%
said they would use a normal individualized product longer, 42% said they would
use the product longer if it was more individualized. 49% say they would use it the
same length of time in both cases.
In addition, the participants were asked which products they could imagine to be
extended customer-specific mass production. Multiple selection was possible. Most
customers were interested in furniture (34% of the votes cast) and clothing (30% of
the votes cast). 13% of the votes were for means of transport, 10% for household
articles and a further 8% for electronic articles.
Among the items mentioned were means of transport, household utensils and
electronic goods.
It can therefore be deduced from the survey that an individual design of the
products leads to a higher product binding and thus more sustainability. Furthermore,
it can be stated that an extended customer-specific mass production is desired by the
customer.
7.3.2 Co-creation Workshop
The results of the first part of the investigation revealed that a stronger individualization of the aesthetic features of the product has a positive influence on the product
attachment of the customer (as stated above). The second part of the investigation
had the goal to find out how to implement a stronger product individualization in the