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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.
2 Revealing Insights for Clear Decisions
Changing Expectations
I love what
this can do !
That looks
cool !
3 Revealing Insights for Clear Decisions
4 Revealing Insights for Clear Decisions
5 Revealing Insights for Clear Decisions
6 Revealing Insights for Clear Decisions
7 Revealing Insights for Clear Decisions
8 Revealing Insights for Clear Decisions
What We’ve Learned
Hmmm… Interesting.
So that’s how I get
more traction !
9 Revealing Insights for Clear Decisions
Leverage Sensors &
Machine Vision
10 Revealing Insights for Clear Decisions
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?
11 Revealing Insights for Clear Decisions
12 Revealing Insights for Clear Decisions
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
13 Revealing Insights for Clear Decisions
Mike Courtney
e: mike@aperioinsights.com
m: +1 469-363-0109
www.aperioinsights.com
Ready, Set, Vote!

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Rolling labs Overview

  • 1. 0 Revealing Insights for Clear Decisions ROLLING LABS CONNECTED CAR RESEARCH
  • 2. 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.
  • 3. 2 Revealing Insights for Clear Decisions Changing Expectations I love what this can do ! That looks cool !
  • 4. 3 Revealing Insights for Clear Decisions
  • 5. 4 Revealing Insights for Clear Decisions
  • 6. 5 Revealing Insights for Clear Decisions
  • 7. 6 Revealing Insights for Clear Decisions
  • 8. 7 Revealing Insights for Clear Decisions
  • 9. 8 Revealing Insights for Clear Decisions What We’ve Learned Hmmm… Interesting. So that’s how I get more traction !
  • 10. 9 Revealing Insights for Clear Decisions Leverage Sensors & Machine Vision
  • 11. 10 Revealing Insights for Clear Decisions 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?
  • 12. 11 Revealing Insights for Clear Decisions
  • 13. 12 Revealing Insights for Clear Decisions 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
  • 14. 13 Revealing Insights for Clear Decisions Mike Courtney e: mike@aperioinsights.com m: +1 469-363-0109 www.aperioinsights.com Ready, Set, Vote!