Mass customisation is a business strategy for house building companies to improve value generation and obtain a competitive advantage by offering the product variety that meets customers’ needs and, at the same time, maintaining costs and delivery time within market expectations. Companies aiming to define product variety should be able to assess the value of customisable attributes, as well as, estimate additional costs for both customer and themselves. This paper proposes a method for capturing customers’ demands to support the definition of the solution space in mass customised housing projects, based on preference models and the willingness-to-pay approaches that regard customer´s value, and its trade-offs with operations costs. The method was applied in an exploratory study with potential customers of the main social housing program from Brazil for initially testing its utility. The method was useful for identifying the most relevant housing customisable attributes and for estimating customers’ willingness-to-pay for different housing alternatives based on the preference model. The findings were summarised to support the definition of the solution space by indicating customers’ propensity to buy according to operations costs and profitability for each product alternative.

大规模定制是房屋建筑公司通过提供满足客户需求的产品种类并同时将成本和交货时间保持在市场预期范围内来提高价值创造并获得竞争优势的商业策略。旨在定义产品种类的公司应该能够评估可定制属性的价值，并为客户和他们自己估算额外的成本。本文提出了一种方法，该方法基于偏好模型和考虑客户价值的支付意愿方法及其在运营中的权衡取舍，来捕获客户的需求以支持大规模定制住房项目中解决方案空间的定义。费用。该方法已与来自巴西的主要社会住房计划的潜在客户进行了探索性研究，以初步测试其效用。该方法对于识别最相关的住房可定制属性，以及根据偏好模型估算客户对不同住房替代方案的支付意愿非常有用。总结发现结果以支持解决方案空间的定义，方法是根据运营成本和每种产品替代品的获利能力指示客户购买的倾向。