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1

Means for measuring people’s preferences for

visual wood with aid of Internet

Olof Broman

Luleå University of Technology

Division of Wood Technology, Sweden

(2)

Aims

• To develop a methodology for preference studies

• To show how the ranking and interview results could be analysed

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3

Limitations

• Only wood floors of parquet type

• Only one type of room (however there were two different looks)

• The interview concept should be self

instructive and possible to run with aid of Internet

• Attractive and take no more than 10 minutes

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The interview concept

Front Page

Instructions

Ranking procedure

Preference questions

Personal questions

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5

Frontpage

Olof Broman LTU, division of Wood Technology Sweden

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Instructions

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7

Ranking procedure

Comparison in pair

Which floor suits best to the room?

Alternate picture by clicking the button above

When the better one is shown then press the button below

Change image

This floor is better

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Three interview rounds

Test 1.

Test 2. Two weeks later

Test 3. Additional two weeks later with altered showroom

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9

7 different looks of parquet floorings

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Results

50 persons made all three tests

• Tables

• Principal Component Analysis

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11

Alder Birch Oak Cherry Maple Oakplank Walnut Test 1 Average rank 5,0 4,4 4,1 5,8 4,0 3,2 1,6 Score 7 12 14 7 43 10 14 0

Score 6 26 7 19 24 17 7 0 (%) Score 5 38 21 10 17 5 5 5 Score 4 10 29 19 7 21 12 2 Score 3 10 17 29 5 29 7 5 Score 2 2 10 17 5 14 31 21 Score 1 2 2 0 0 5 24 67

Test 2 Average rank 5,2 4,8 3,9 5,5 4,4 3,3 2,1 Score 7 23 13 8 30 18 10 0 Score 6 23 20 8 30 15 5 0 (%) Score 5 33 18 20 10 13 5 3 Score 4 5 35 13 18 13 15 3

Score 3 13 8 33 13 33 3 0 Score 2 5 8 20 0 3 45 20 Score 1 0 0 0 0 8 18 75

Test 3 Average rank 5,3 4,0 3,8 6,2 3,8 3,3 1,6 Score 7 12 6 2 53 12 14 2

Score 6 35 10 14 29 6 6 0 (%) Score 5 31 22 16 6 14 10 2 Score 4 12 27 18 6 25 6 6 Score 3 10 22 33 4 12 14 6 Score 2 0 8 16 2 27 35 12 Score 1 0 6 2 0 4 16 73

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PCA loadings

-0,30 -0,20 -0,10 0,00 0,10 0,20 0,30 0,40 0,50 0,60 0,70

p[2]

Alder

Birch Oak

Cherry Oakplank

Walnut

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13

-3 -2 -1 0 1 2 3

3 4 5 6 7 8 9 10

t[2]

t[1]

PCA scoreplot

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-0,50 -0,40 -0,30 -0,20 -0,10 0,00 0,10 0,20 0,30 0,40 0,50 0,60 0,70

0,00 0,10 0,20 0,30 0,40 0,50

p[2]

Alder

Birch Oak

Cherry

Maple Oakplank

Walnut

-2 -1 0 1 2 3

t[2]

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-3 -2 -1 0 1 2 3

3 4 5 6 7 8 9 10

t[2]

t[1]

Maple Maple

Maple

Birch

Birch Birch

Alder Alder

Oak

oakplank

oakplank oakplank Walnut

Walnut Walnut

Maple Maple Maple

Maple Birch

Alder

Alder

Alder Alder

Alder

Alder

Cherry Cherry

Cherry

Cherry Cherry

Cherry Cherry

Cherry Cherry

Cherry

Cherry Cherry Cherry

Cherry

Cherry Cherry

Cherry

Cherry Cherry Cherry

Cherry Cherry

Cherry

Cherry

Cherry Cherry

Cherry Cherry

Cherry

Cherry Cherry

Cherry

Cherry

Cherry

Cherry

Cherry

Cherry Cherry

Cherry

Cherry Cherry

Cherry Cherry

Cherry Cherry

Cherry

Cherry Cherry Cherry

Cherry

Cherry Cherry

Cherry

Cherry Cherry Cherry

Cherry Cherry

Cherry

Cherry

Cherry Cherry

Cherry Cherry

Cherry

Cherry Cherry

Cherry

Cherry

Cherry

Cherry

Cherry Oak oakplank

oakplank oakplank

oakplank oakplank

oakplank

oakplank

oakplank

Each persons favourite

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-2 -1 0 1 2 3

t[2]

Maple

Maple Maple

Maple

Maple

Birch

Birch

Birch Birch

Birch

Alder Alder

Oak

oakplank

oakplank

oakplank

oakplank oakplank

oakplank oakplank oakplank

oakplank

oakplank

oakplank

Walnut Walnut

Walnut

Walnut

Walnut Walnut Walnut

Walnut Walnut

Walnut Walnut

Walnut

Walnut Walnut

Walnut Walnut

Walnut Walnut

Walnut

Walnut Walnut

Walnut

Walnut Walnut Walnut

Walnut

Walnut Walnut

Walnut

Walnut Walnut

Walnut

Walnut

Walnut

Walnut Walnut

Walnut

Walnut

Walnut Walnut Walnut Walnut

Walnut Walnut

Walnut Walnut

Walnut

Each persons ”worst floor”

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-3 -2 -1 0 1 2 3

3 4 5 6 7 8 9 10

t[2]

t[1]

2 0

0

1

0

21 0

0 0

1 1 -2

1

1

2 2

1 1

2

2 1

1 1

1 0

1 1 1

2

2 2 2

2

2 0

1 0

1

2 1 2

1 1 2

0

2

2

0 0

1

2

2 2

0

0

2

2 2

1 1

1 1

2

2

-2 1

0

0 0

0

I want it ( 2 ) ( 1 ) ( 0 ) (-1 ) (-2 ) I do not want it

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Distribution of answers on the question:

“Please express Your appreciation for this look of floor”

Answer alternatives

Most preferred floor (%)

Least preferred floor (%)

2 43 1

1 31 1

0 20 1

-1 3 15

-2 4 83

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Change in the ranking of the Comparison

between test- round nr:

Best floor (%)

Worst floor (%)

T1 <-> T2 42 (6.5) 6.5 (0) T1 <-> T3 54 (43) 26 (8.6) T2 <-> T3 52 (30) 24 (8.7)

* Distribution of change in preference

Maple Birch Alder Cherry Oak Oakplank Walnut

( Example of a radical change)

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Conclusions

• Digital images and the Internet can be used for preference studies when aesthetic features is in focus.

• Ranking procedure worked well.

• PCA suitable for thorough understanding.

• The look of the showroom or environment important and affect people’s choice

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Future work

• Large interview test with a more realistic room that lie in line with the product examined.

• Combine this preference mapping with the answers of detailed questions (or sensory

aspects) to find generic parameters that explain the reasons in differences in preference

References

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