Differences in Architects and Nonarchitects′ Perception of Urban Design: An Application of Kansei Engineering Techniques

We analyse architects and nonarchitects' emotional assessments of different districts in their own city (Valencia, Spain) by applying Kansei engineering techniques. A field study was carried out on a sample of 140 subjects (70 architects and 70 nonarchitects) who were asked to express their opinions on different areas in the city. The set of emotional impressions used by architects and non-architects to describe their sensations was obtained using differential semantics. The semantic space was described by 9 independent axis which explained 62% of the variability. Then, for each collective the set of impressions which influence the final residential or investment area decision was analysed. This relationship was obtained applying linear regression models. The results showed no significant differences between both groups so that the emotional attributes determining the choice of area were very similar for architects and non-architects. Greater discrepancies were found when the purpose of the choice was investment and not residential. Finally a neighbourhood was semantically profiled to represent and compare both collectives' perceptions