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Research paper : Designing products and services based on understanding human cognitive behavior (M. Akamatsu et al.)−152−Synthesiology - English edition Vol.4 No.3 (2012) J. Akedo, S. Nakano, J.H. Park, S. Baba and K. Ashida: The aerosol deposition method – For production of high performance microdevices with low cost and low energy consumption, Synthesiology, 1 (2), 130-138 (2008)(in Japanese) (Synthesiology English edition, 1 (2), 121-130 (2008)).T. Kamata, M. Yoshida, T. Kodzasa, S. Uemura, S. Hoshino and N. Takada: Development of flexible-printable device processing technology – For achievement of prosumer electronics, Synthesiology, 1 (3), 190-200 (2008) (in Japanese) (Synthesiology English edition, 1 (3), 177-186 (2009)).M. Usui: Advancement of the service industry and the value co-creating society, Zukai Sebun-Irebun Ryu Sabisu Inobeshon No Joken (Illustrated Conditions for Seven-Eleven Style Service Innovation), 160-170, Nikkei BP (2009) (in Japanese).H. Nakashima and K. Hasida: Cyber Assist project as service science – A project that began ten years too early, Synthesiology, 3 (2), 96-111 (2010) (in Japanese) (Synthesiology English edition, 3 (2), 107-123 (2010)).K. Kurakata and K. Sagawa: Development and standardization of accessible design technologies that address the needs of senior citizens – Product design methodology based on measurements of domestic sounds and hearing characteristics, Synthesiology, 1 (1), 15-23 (2008) (in Japanese) (Synthesiology English edition, 1 (1), 15-23 (2008)).Lucy A. Suchman: Plans and Situated Actions: The Problems of Human and Machine Communications, Cambridge University Press (1987) [Y. Saeki et al. trans.: Puran To Jokyoteki Koi: Ningen-Kikai Komyunikeshon No Kanosei, Sangyo Tosho (1999) (in Japanese)].Y. Satoh and K. Sakaue: A secure and reliable next generation mobility – An intelligent electric wheelchair with a stereo omni-directional camera system, Synthesiology, 2 (2), 113-126 (2009) (in Japanese) (Synthesiology English edition, 2 (2), 107-120 (2009)).Y. Kinoe: Measurement of thought process by verbal protocol, Ningen Keisoku Handobukku (Handbook of Human Measurement), Asakura Publishing (2003) (in Japanese).M. Akamatsu, R. Kasahara and M. Obata: Driving task analysis by verbal report using recorded images of driving behavior, J. Human Interface Society, 4 (2), 93-102 (2002) (in Japanese).S. M. Smith and E. Vela: Environmental context dependent memory: A review and meta-analysis, Psychonomic Bulletin & Review, 8, 203-220 (2001).U. Flick: Qualitative Forschung: Ein Handbuch, Rowohlt TB-V (2002) [H. Oda, N. Yamamoto, J. Kasuga and N. Miyaji trans.: Shitsuteki Kenkyu Nyumon, Shunjusha Publishing (2002) (in Japanese)].M. Kitajima, T. Kumada, H. Ogi, M. Akamatsu, H. Tahira and H. Yamazaki: Usability of guide signs at railway stations for elderly passengers – Focusing on planning, attention and [1][2][3][4][5][6][7][8][9][10][11][12]ReferencesNote 7) Among the ethnographic research methods in sociology, the action research method aims to find the problem in society or organization and to seek the solution to that problem.NotesNote 1) Experimental psychology to investigate the human sensory functions by controlling the stimuli in a laboratory setting was started by Wilhelm Wundt of the Universität Leipzig in 1879. However, Wundt indicated the necessity of psychology in the actual evironment, since it was impossible to discern the higher-level cognitive functions such as thought and problem solving by laboratory research.Note 2) MHP/RT is the computational model for the action selection process taking in consideration this brain mechanism. It provides the logical framework of the CCE method, but the explanation was omitted here due to space limitation[13].Note 3) The retrospective interview is conducted to have the subject report the contents of memory that was activated during the action selection. The memory that was activated during the action selection is encoded and stored in conjunction to the situation or the context. It is known that the reproducibility is good if the context when the memory is recalled is similar to the context when it is memorized (context dependency of memory). It is also known that the subject’s report is affected by the way the interviewer asks the questions. There is a phenomenon called the “post-event information effect” in which the subject tends to report the information given after the event or the mixture of the original and post-event information if the subject is given information related to the event after he/she experiences the event. The action selection of the subject is done under bounded rationality (where the decision is based on limited views and limited cues, rather than making a rational decision that directs the goal and the totality of the situation) that is a human characteristic of decision-making. The retrospective interview, which is an important process of CCE, is designed to extract the cognitive behavior process according to bounded rationality, without the influence of post-event effect.Note 4) The efficacy of the sociological method as a method of technology transfer, whereby the problem is solved by entering the organization under investigation is addressed by Kinoshita et al.[19]Note 5) An example of the famous ethnographical research in the field of cognitive science is the study of cognitive process of the crew in a cockpit of an aircraft, conducted by E. Hutchins et al. Here, the researchers entered the cockpit to observe the behavior of the crew and then conducted interviews.Note 6) The person who is expected to use a certain product is called the target user. The persona method is widely used for product development assessing highly individualistic target users. However, this method is used to clarify the target user in the development process, and the evaluation for how the expected user actually uses the product or service remains within the realm of the developer’s imagination.

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