Abstract
Content analysis is generally regarded as a class of qualitative methodology that has been applied in such fields as history, journalism and anthropology. The paper discussed its applicability to service design as a kind of technique and incorporated it into service design toolkit. Taking mid-priced limited service hotels (MPLSH) for example, the article illustrated how content analysis could be utilized in designing service. Through content analysis, a mass of textual information was distilled into four critical factors that demonstrated customer's latent demands toward MPLSH. We concluded that content analysis is an effective tool for service design, especially in the context where there exists abundant textual information concerning customer's demands and preference.
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