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              <p>An active research field in product design concerns the analysis of end-users’ evaluations on virtualproducts, in order to understand the product semantics. This study compares two methods for elicitinguser’s perceptions of a product: a classical model-based method, based on conjoint analysis, and amore innovative non model-based test, using interactive genetic algorithms. The product proposed toillustrate the study is a digital instrument panel integrated in a car dashboard, and the semanticdimension considered is the “sportiness”. After the definition of the variables of the instrument panel,the two users’ assessment tests are conducted with a panel of 30 participants. For both tests, the mostinfluent variables on the “sportiness” of the instrument panel are selected, and representative designsof the sportiness are defined (the most or the least sporty). A comparison of the results of the tests isproposed, by examining the differences and agreements between them. The results show that theagreement between the two tests is important and that interactive genetic algorithms can be aninteresting alternative to classical rating tests to study product semantics.</p>
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