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Research paper : Designing products and services based on understanding human cognitive behavior (M. Akamatsu et al.)−147−Synthesiology - English edition Vol.4 No.3 (2012) with typical target user characteristics or the person with typical characteristics for the subjects under investigation (for example, skilled service provider) are selected and used as the experiment participant, it is possible to clarify the product or service that may please that person.3.4 Research processThrough the research projects described above, the CCE research method was established. However, as a research method, it must be used widely rather than be used by only certain researchers. Therefore, research experiences were reviewed, and the whole process was clarified so it could be used as a universal research method. Since there were some parts where the optimal method was not taken when we reviewed individual research projects, the research process was established incorporating the revisions.The main process is shown as follows. Before the experimental investigation process, the hypothesis is formed by observing the relationship between people and an object (or among people) in the daily situation under investigation, and the elite monitor is selected by some appropriate method. The participants are asked to behave under control of the critical parameters in a daily situation, and the video image from the point of view of the participant is recorded along with other related events including the uncontrolled parameters. A retrospective interview is done for the recorded actions and the cognitive behavior process is described. After the investigation, the findings for the product or service design are extracted and the hypothesis is verified.The details of the process are described in references [13] and [14]. The CCE can be organized into the following six steps to be followed by the researcher:(1)The basic survey method such as ethnography and observation study is used to see the rough structure of the action selection process of a person in the situation under investigation.(2)Based on the behavioral and cognitive characteristics of the person that have been clarified under current knowledge, what kind of characteristics, knowledge, or environmental factors are involved in the action selection of a person is considered based on the result in (1). The critical parameters are identified and the hypothesis for the cause-effect structure is formed.(3)Based on this hypothesis, the person with typical behavior characteristics is selected among various people that comprise the group under investigation, and the selection criteria and recruiting method for the elite monitors are created.(4)The elite monitors are selected. They are asked to behave in the situation under investigation, and their behaviors are recorded.(5)Using the recorded behavior, the action selection process is analyzed, compared with the hypothesis established in (2), and the adequacy of the hypothesis is discussed.(6)If the result is unsatisfying, the investigation is repeated by reconsidering the method by returning to (2). If it produces satisfying results, the findings that may aid the product or service design are organized from the results.This was the process of development of the cognitive chrono-ethnography research method and its concepts. We present specific examples in chapter 4.4 Application of CCE4.1 Providing of smart information in drivingTo realize a car navigation that provides useful information to assist driving, we conducted a joint research with an automobile manufacturer using the CCE. While useful information can be defined as the information that pleases the driver, we started by investigating whether there is information that people actually find pleasing. People may think that a human passenger will be capable of providing pleasing information compared to a car navigation that is a machine, but that is not always true. Therefore, the creation of a passenger who can provide information that the driver finds pleasing was conducted as part of the research process. Since the same information may or may not please the driver, the requirement was that the passenger knew the driver well. Therefore, it was not just a driver and a passenger, but the relationship between the driver and the passenger who could provide smart information was identified as the critical parameter to determine the elite monitor.To obtain the passenger who knew the driver well, pairs such as married couples and friends who went driving together frequently were gathered through an Internet questionnaire. Among the 1,600 people gathered, 10 driver-passenger pairs were selected as elite monitors based on the questions on whether the partner was “officious”, “attentive” ,“considerate”, and others. Interviews were done to confirm both of them were considerate. The destination that one of the pair knew but the other didn’t was selected, and the advice points for the route were described by the one who knew. The results were carefully examined, and four pairs who were expected to provide much thoughtful information were selected as the elite monitors of the experiment.Even if the monitors were selected through this process, it was uncertain that the information that the person considered thoughtful was truly pleasing and useful for the driver, and it might be that the person simply believed so. To solve this problem, three experimental driving trips were conducted. In the first driving trip, the information was provided according to the information that the passenger thought would be

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