Advertisement Advertisement

New Product Concept Development for Automotive Brand

overview image


  • 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


  • 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


  • 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...

Read this Case Study

Company profile

SIS International Research

SIS International Research

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

other content shared by SIS International Research

SIS Grows APAC Team with Addition of Mandy Pan

SIS International Research

SIS International Research is pleased to announce the appointment of Mandy Pan as Manager of Business Development in the Asia Pacific Region. The appointment is a response to the rapid development of ...
SIS adds Director of EMEA to London Office

SIS International Research

SIS International Research announced the addition of Federica Sacchi as Director of Business Development EMEA to its London office, focused on Europe, Middle East and Africa.