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This short presentation highlights the use of digital ethnography as an observation tool to understand consumer behavior in automobiles for the purposes of developing new connected car applications and services.
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0 Revealing Insights for Clear Decisions
ROLLING LABS CONNECTED CAR
RESEARCH
1 Revealing Insights for Clear Decisions
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.
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Changing Expectations
I love what this can do !
That looks cool !
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What We’ve Learned
Hmmm… Interesting. So that’s how I get more traction !
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Leverage Sensors & Machine Vision
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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?
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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
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Mike Courtney e: [email protected] m: +1 469-363-0109 www.aperioinsights.com
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