In the modern market where consumerism is running higher and the product life span is getting shorter, it is one of the challenges for the marketing and design departments in enterprises to know how to get a thorough grasp of the consumer |s preference and potential target user group. With the wide spread and growth of the internet, a web-based survey is not influenced by time and space factors, making it easier for designers to have an in-depth understanding of the consumer |s preferences towards products. Based upon the 2-dimensional image scale, 120 college students from Taiwan and Japan were invited to evaluate 27 pencil sharpener samples in terms of their preferences and intention of purchase. From the survey, competitive portable pencil sharpeners were identified for the references of new product design and development. The results indicated that such a web-based 2-dimensional image survey system could offer real time help in product segmentation and the selection of competition products as well as the target user group with the output systematic diagrams and tables. Furthermore, morphological analysis for product form elements and quantification type I analysis could help designers and marketing managers set up proper policies for product form design for the target user groups in the design and marketing of new product development.