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Logbook Customer Behaviour
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Full logbook for the OE104 Customer Behaviour course. Both theory and the applications to the product: the Dyson Airwrap. Got an 8 for the test with the help of this logbook.
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OE104 CONSUMERBEHAVIOUR
Logbook
, Clear explication of brand
Dyson Ltd. is a British technology company established in the UK by James Dyson in 1991. It designs and
manufactures household appliances such as vacuum cleaners, air purifiers, hand dryers, bladeless fans, heaters,
hair dryers and lights. In 1978, James Dyson became frustrated with his vacuum cleaner’s diminishing
performance. Taking it apart, he discovered that its bag was clogging with dust, causing suction to drop. He’d
recently built an industrial cyclone tower for his factory that separated paint particles from the air using
centrifugal force. But could the same principle work in a vacuum cleaner? 5 years and 5,127 prototypes later,
he had invented the world’s first bagless vacuum cleaner (G-Force). James Dyson’s vacuum cleaner was first
sold in Japan, the home of high-tech products and it quickly became a status symbol. With the royalties from
the G-Force sales, James was able to set up his own company, Dyson Ltd. Today there are Dyson machines in
over 65 countries around the world. Dyson has grown from 1 man and 1 idea to a technology company with
over 1,000 engineers worldwide. But it doesn’t stand still. And its core is an ever-growing team of engineers
and scientists. Dyson engineers and scientists in Britain, Singapore and Malaysia are dedicated to inventing and
improving Dyson machines. All the initial research, design and development of Dyson technologies is done at
the Dyson headquarters in England. It’s here that James and his team of engineers are hard at work every day,
constantly finding ways to make things work better. Dyson machines have structural integrity. They are strong
and they are light. A knowledge of geometry and pioneering materials means that Dyson engineers can do
more with less. Less materials, less weight, less waste. As of February 2018, Dyson had more than 12,000
employees worldwide and has grown to be among the crème de la crème in its industry with thousands of
customers in over 100 countries worldwide. James Dyson (inventor of cyclonic vacuum technology): ‘’Like
everyone we get frustrated by products that don’t work properly. As design engineers we do something about
it. We’re all about invention and improvement.’’
Clear explication of the product
Rethinking the hair dryer: Dyson started with the problem: hair dryers with big bulky motors have to put them
in the head (it’s the only place they will fit). That’s why hair dryer design hasn’t changed since the 1960s. So
Dyson found a better way, a digital motor, just small enough to turn conventional engineering on its head. But
to truly rethink the hair dryer, Dyson had to understand the science behind hair, so Dyson built their own hair
lab. The Dyson Airwrap is a complete multistyler that styles and dries the hair at the same time with no
extreme heat. Because of the 6 attachments, the hair can be modelled in different ways; from curls and wavy
hair to bulky and smooth hair. The Dyson Airwrap is powered by Dyson’s digital V9 engine and uses an
aerodynamic phenomenon, the Coanda effect. The attachments use a Coanda effect to attract the hair,
wrapping it around the attachment. Thanks to intelligent heat control, the temperature of the airflow is
measured more than 40 times per second. As a result, the temperature of the Airwrap always remains below
150 °C. With the included storage box, you can store your Airwrap attachments safely and in style after use.
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