Uncover what US drivers want from their in-vehicle experience

An auto manufacturer needed to understand what US car owners value most in their vehicles: what delights them, what frustrates them, and how they respond to new in-vehicle features. The goal was to gather feedback on a recently released test model and understand how it compared to vehicles customers already owned. Focus areas included aesthetics, technology, and ease of use for both interior and exterior design, and safety features.

We designed a multi-part study. Participants first completed a photo-based homework assignment and survey about their current car. Each research session included a focus group followed by in-vehicle, one-on-one usability interviews with a subset of participants. We gathered insights through real-world behavioral observation, open-ended commentary, and usability ratings. All sessions were conducted in English and simultaneously interpreted for the client’s global team.

Our sessions revealed what features US drivers appreciate most and what leaves them wanting more. By comparing their own vehicles to the test model, participants helped highlight where the new design fell short or exceeded expectations.

Our findings provided the client with foundational insights into US consumer preferences and informed strategic decisions about how to evolve the in-vehicle experience in future models.