Mental mapping


Participants see or try out a design and then select a famous person or film that best describes the design. E.g. Sylvester Stallone or Fatal Attraction. Alternatively, participants may be asked to imagine the product as a person and make up some stories of its life.


Participants do not try to invent rational reasons for product evaluation, but reveal more experiential aspects assigned to it.
Fun evaluation method for participants and researchers.


Mainly for assessing visual design, not functionality.
Hard to analyse, since relies on a lot of assumptions in the interpretation of participants’ comments.
Not suitable for running the study in different cultures.

References describing the method

Hine, T. (1995) The Total Package.

References about quality of the method

Jordan, P. (2003) Designing Pleasurable Products


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