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New Product Concept Development for Automotive Brand
Presented by SIS International Research
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
ABOUT THIS CASE STUDY
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SIS International Research, founded in 1984, is a leading full-service Market Research and Market Intelligence firm.
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