Improve Link and Match, Prof Taufik Recommends Eco Kansei

The hurdles faced by commercializing innovations (research) is caused by how low the Level of Technology Readiness (TKT) and the limited number of researchers designing products/services according to consumer needs. Based on the amount of research proposals, national TKT levels are still in position 1-3.

Meanwhile, the development of products/services created by researchers are still rigid, messy, nonlinear, complex, and iterative. Researchers are still unable to bridge the design needs of desirable, feasible, and viable products/services that rely on customer emotions.

Because of this, what’s needed is an easy, cheap and quick method to answer the issues by considering the environmental preferences. Eco-Kansei Engineering or Human-Centered Design can be the solution.

This was explained by Prof Taufik, an esteemed professor of the Faculty of Agriculture Technology IPB University in the online Pre-Oration Esteemed Professor Press Conference, (17/6). Prof Taufik explained the material titled Rekayasa Eco-Kansei pada Desain Produk dan Jasa Agroindustri untuk Mempercepat Pencapaian Tingkat Kesiapan Teknologi (TKT).

The industry and systems engineering IPB University expert explains that in the digitalization era, consumer preference can be easily extracted through big data. Through questionnaires from social media such as Youtube, Facebook, Instagram, Twitter, Whatsapp, and Google using perceptual computing, and obtained using Kansei words.

“The word Kansei is translated to producing design elements represented through models and later evaluated. This mechanism is repeated to eventually create a design of a product/service that is appropriate to the emotional factors of the consumer to accelerate the adoption of the product/service in the market,” he explains.

He further explains,

“Kansei engineering is a technology that translates Kansei (imagination, feeling, description) in the customer’s minds to design a product or service. The Kansei technique has been developed since the 80s in Hiroshima, Japan. This is apparent in the automotive industry (Mazda). In Japan itself, the effectiveness of Kansei in obtaining customer preference led to its application in all electronic products,” he adds.

He also explains, if the product clicks with consumers, this will make marketing easier. The consumers' preferences have been inducted into the product.


In the last 10 years, Prof Taufik along with his students and colleagues (in and out of IPB University) have developed various products/services designed through Eco-Kansei engineering. These products/services include rattan furnitures, black tea, fermented milk curds from West Sumatera, chocolate bars, Bogor pickles, Bali aromatherapies, in-flight meals, and e-commerce design for Micro, Small and Medium Sized Enterprises (UMKM)

“Other than understanding consumer preferences, the advantages include raw material consideration whether it’s eco-friendly or close to the user’s cultures. That is why we (IPB University research team) is focused on regional cuisines. Such as Bogor pickles and milk curds,” he explains.

According to Prof Taufik, products/services created from Eco-Kansei has advanced research into an applicative level that eases commercialization and up-scaling. This of course has a great impact in TKT improvement.

That is why, Prof Taufik recommends that Eco Kansei engineering can be implemented for link and match between university research and industry demands. The revitalization of Permenristekdikti No. 42/2016 and integration of Eco-Kansei into the education system of Higher Education Engineering education is also important.

“In IPB University, research regarding Eco-Kansei has been disseminated into the curriculum named K2020 that integrated Computational Thinking on all Undergraduate Study Programs. It is hoped that courses can increase Computational Creativity in students and lecturers to develop products/services in the digital disruption era. In the end, the creation of creativity, collaboration and culture 4.0 in the scientific residents in IPB University, he adds. (Zul) (IAAS/RCM)

Published Date : 17-Jun-2021

Resource Person : Prof Taufik

Keyword : Kansei, Eco Kansei, IPB University, Esteemed Professor