Identify auto consumer insights on desired in-vehicle experience

An auto manufacturer wanted to gather foundational insights from the US market about factors that car owners like/dislike about their current cars, reactions to a recently released model, and ease of use of in-car features in both the current and test vehicles.

Challenge

Areas of interest for this study included topics such as aesthetics, exterior and interior design, technology, and safety features.

Approach

We employed a multi-tactic approach to obtain feedback on experiences with current cars and reactions to the test model. Prior to fieldwork, we had participants complete homework that included taking pictures of various aspects of their current car and completing a survey. Our research sessions included a focus group discussion followed by individual stationary in-car interviews. We recruited up to eight participants for each focus group and chose two participants to move on to the in-car interviews.
We collected qualitative feedback and comments, behavioral observation, and ratings. Sessions were conducted in English and simultaneously interpreted into the client’s native language for both live observers and session recordings.

Outcome

With the results of this study, we provided a lens into US car owners. We summarized delighters and pain points that owners currently experience in their vehicles.
Our in-car sessions provided insight into usability, usefulness, and aesthetics of specific features in the test vehicle and specifically in comparison to their own vehicle. The foundational results of our study will allow the manufacturer to adapt their strategy roadmap.