Division method of subjects by individuality for stratified analysis of SD evaluation data

Recently, study on individuality of humans´ subjectivity has been emphasized in the field of Kansei engineering. This paper presents a stratification method for semantic differential (SD) evaluation data considering subjects´ individuality. This paper defines two indexes for classification of subjects based on their SD data with individuality. These indexes are quantified by the residuals and the amount of transformation in applying the orthogonal procrustes analysis between the averaged SD evaluation data and the individual ones. This paper employs images of laptop computers as the objects of the evaluation by SD method. This paper shows that the proposed method is effective in classification of SD evaluation data for the stratified analysis.