1. “ Semantic Differential” in Design SD is a tool that is useful to understand the connotations of the features of your designs during the early ideation process

3. the selection of participants

4. the interpretation of results Osgood, C.E., Suci, G., & Tannenbaum, P. (1957) The measurement of meaning. Urbana, IL: University of Illinois Press

9. Ask only a few questions (interest)

10. Select appropriate conditions (context)

11. Focus on quality rather than quantity

13. Analyse the most important assessment factors

14. DIY insights and conclusions http://www.kovcomp.co.uk/support/XL-Tut/demo-sd.html