Automotive research
Driving better in-vehicle experiencesÂ
We help automotive brands understand how drivers and passengers use technology inside the vehicle, so they can build smarter, safer, more intuitive systems. From infotainment to navigation, voice control to app integration, we run research that shows what works, what confuses people, and what builds trust behind the wheel.Â
What we researchÂ
We’ve worked on 150+ automotive UX projects with global carmakers, suppliers, and platform developers. Whether you’re testing a paper prototype or refining a system already in market, we’ll design research that gives you answers grounded in real-world behavior.Â
In-vehicle systems
We evaluate dashboards, displays, heads-up interfaces, voice and gesture controls, and rear-seat entertainment to understand usability and driver focus.
Mobile and connected experiences
We test apps, keys, and connected car features across devices and platforms at home, in the dealership, and on the road.
Early concepts and future mobility
We help your team explore how users might interact with new modes of transportation, autonomous features, or multi-modal experiences.
Buyer and dealer experienceÂ
We’ve sat next to finance teams, observed inside dealerships, and talked with buyers to improve employee tools and help innovate the future of car buying. Â
Accessibility in automotive
We design inclusive research for older adults and people with disabilities, helping ensure your systems work for everyone.
How we do it
On the road
We use mounted cameras and mobile labs to capture interactions in real traffic.
In the lab
We mirror screens, observe behaviors, and test across input modes (touch, voice, gesture).
Remotely
We simulate use cases online when in-person testing isn’t feasible.
Across prototypes
From sketches to simulators to production vehicles, we adapt to every fidelity.
Global coverage. Local expertise.
We collaborate with a global network of trusted research partners to ensure high-quality, culturally relevant insights wherever your vehicles are built, sold, or driven.
In Europe, we work closely with uintent, based in Germany’s automotive heartland. Their team has decades of experience running HMI and in-vehicle research for leading OEMs across the EU. From voice interface testing to simulated driving studies, uintent brings regional expertise and technical precision to every project.
In Asia, we partner with Uism in Japan and XplusX in China, two teams that bring understand local driving habits, generational trends, and shifting mobility values.Â
In Japan, Uism recently led studies focused on the declining emotional connection between young drivers and cars, helping brands rethink how they position vehicle ownership for Gen Z.
They also recently explored how vehicles can promote wellness, such as reducing stress or supporting focus behind the wheel.
In China, XplusX brings a proven track record of in-vehicle UX testing, from connected car platforms to ride-hailing integrations.
Their research often focuses on behavior in dense urban environments, shifting ownership models, and the local nuances of infotainment, apps, and multi-screen driving experiences.
Together, we deliver local research that helps global teams avoid missteps, navigate regulations, and understand what drivers. Local voices. Real roads. Global scale.Â
Real insight from real drivers
A global automaker asked us to find out what U.S. drivers love and hate about their current vehicles, and how they respond to a new model’s in-car features. We used a mix of pre-session homework, focus groups, and in-car interviews to uncover the full picture. The study helped the brand map out its strategy roadmap with clear insight into usability, aesthetics, and the emotional drivers behind vehicle choice.
Want more insight?Â
We write regularly about what’s next in automotive UX, from dual-track development and in-car voice to remote research and brand loyalty. Explore our latest thinking:
Why teams choose us
We’ve helped teams avoid costly design missteps, improve satisfaction scores, and boost customer loyalty. If you want to make your in-car experience easier, safer, and more enjoyable, we’ll help you get there.
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