Rolling labs Overview

0 Revealing Insights for Clear Decisions

ROLLING LABS CONNECTED CAR

RESEARCH


Consumers automotive purchase decisions are increasingly influenced by the in-car experience as they once were with exterior styling and raw performance. Their mobile device experiences set an ever increasing bar of expectations – both in terms of variety of applications as well as quality of UI/UX.


Changing Expectations

I love what this can do !

That looks cool !


What We’ve Learned

Hmmm… Interesting. So that’s how I get more traction !


Leverage Sensors & Machine Vision


Unstated Needs Tell More of the Story

UNSTATED NEED — I want familiarity, ease of use, high quality, choice of apps, etc.

Source: http://www.phonesreview.co.uk/wp-content/phoneimages/2011/03/ipadcar.jpg

STATED NEED — Can you just build an iPad into my dashboard?

http://www.phonesreview.co.uk/wp-content/phoneimages/2011/03/ipadcar.jpg


Rolling Labs ― NEW Research Methodology In-Car Ethnographic Tool

– Generate insights to consumer behavior patterns – Infotainment system focused – Observation driven to complement often misleading or unbalanced self-reported vocalizations

Data Aggregation & Analysis Methods – In-Car video – Mobile device logs – GPS & vehicle sensors

Guiding Principles – Low cost & off the shelf technology to enable larger studies – Flexibility to enable easy per-study tailoring – Automation to extract more information with less labor – Passive capture for more robust data – Extensibility to use technologies which might be adapted and embedded in production – Competitive to enable insights which could help the car serve needs better than mobile devices

Samples – Capture and process live data samples – Reusable planning templates


Mike Courtney e: [email protected] m: +1 469-363-0109 www.aperioinsights.com

Ready, Set, Vote!

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Rolling labs Overview

Technology

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