Prediction of product design decision Making: An investigation of eye movements and EEG features

Abstract Design decision making is happened in every design node and iteration, and the expert decision-making bias and personal preference will ultimately affect the success or failure of the product reaching the market. In this paper, we try to predict the design decision making by investigating the relations between design decision making and subjects’ eye movements and Electroencephalogram(EEG) response. Four different methods were applied and compared to classify the different EEG features and two methods were used for EEG feature selection to correspond the design decision making results. In this study, the authors applied a multimodal fusion strategy for design decision making recognition where the authors used eye tracking and EEG response data as input dataset. According to the experiment results, the performance of the fusion strategy combined with EEG signals and eye movement characteristics is well in fitting the expert decision making results. The multimodal fusion combining eye tracking data and EEG has a strong potential to be a new design decision method to guide the design practice and provide supportive and objective data to reduce the effects of subjectivity, one-sidedness and superficiality in decision making. These results show that it is possible to create a classifier based on features extracted from eye movements and EEG response for the design decision making behaviour.