Kansei quality varies with the individual. Therefore, when building a structural model of Kansei quality, it is very important to identify some essential structures by analysing individual differences. In this paper, the semantic differential method is used to improve steering wheel grip comfort. Assuming a hierarchical structural model of the steering wheel grip comfort, the individual differences are analysed using principal component analysis, and then some hierarchical structural models are built using graphical modelling. As a result, two remarkably different structures are built. Some guidelines for developing steering wheel production can be shown by comparing the different structures.
