Market Assessment Study in the Automotive Space


  • In 2010, SIS conducted a study for a German car manufacturer
  • The client was in the development process of a car that is able to find an empty parking lot and then park itself automatically, without the driver having to do anything
  • The purpose of this study was to find the overall market demand specifically in the US to see if launching this feature would be profitable


  • SIS was commissioned to conduct a market assessment study to determine the market potential for a self-parking car in the US
  • N=100 were identified and recruited in the Greater New York area to test drive the car
  • SIS secured large parking lots and arranged for them to be filled with different models of cars
  • Each respondent was accompanied by a moderator who interviewed them prior to the test drive, and also took place in the car to analyze their behavior
  • After the New York study, SIS –in cooperation with the client– decided to repeat the study in the Greater Los Angeles area with a sample size of N=100


  • SIS found that 74% of American consumers from the New York area were not comfortable with a car that parks itself automatically
  • Main reason for this was that consumers were afraid that the car was not able to carefully look out for and anticipate on for example running children, with themselves sitting in the driver seat
  • In contrast, of consumers in the Greater Los Angeles area only 37% were not comfortable with it 
  • Being aware of significant differences in consumer preferences within the US, on the recommendation of SIS, the client made the self-parking feature optional so that there is a choice whether or not to pay extra for it

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