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New Product Concept Development for Automotive Brand

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Challenge

  • In 2014, SIS conducted a study for Hyundai on its new voice user interface technology inside its new a premium luxury brand in the US
  • The client was looking for a better understanding of the US consumer in order to improve this technology to ultimately gain a competitive edge over competitor models

Solution

  • SIS was commissioned to conduct a new product / concept development study to improve this technology by understanding how consumers interact with the voice user interface and mobile technology
  • Dynamic and static driving tests were set up in San Francisco and Chicago among owners of luxury vehicles
  • Using a qualitative and quantitative questionnaire, our interviewers conducted 3 hour surveys focused on factors influencing the decision to purchase and for determining performance of the voice user interface and the vehicle itself
  • Also, the study involved eye tracking technology to see how respondents interacted with the system while driving

Result

  • The study uncovered insights for promoting the vehicle in messaging campaigns
  • Furthermore, a better understanding was gained of how the vehicle performed versus other competing cars in the category
  • All findings and results were taken by the client and used to make changes for its next new car model

New Product Development

The purpose of this research was to test a new type of catheter among nephrologists and interventional radiologists prior to launch to determine the best means to message and target the product. Th...

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Company profile

SIS International Research

SIS International Research

New York, New York, United States of America
Telephone: (212) 505-6805
Email: research@sisinternational.com
Website: www.sisinternational.com
About SIS International Research: SIS International Research, founded in 1984, is a leading full-service Market Research and Market Intelligence firm.
www.sisinternational.com

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