Welcome to Vizionation

Innovative syndicated research


Why 88% of Millennials and Gen Xers want improved vehicle interior storage and features. 

Report focus

Singles, couples and young families in the 25-54 demographic reveal how their vehicles have morphed from mere transportation to complex private habitats where everyday life plays out in all its mess and mayhem.  The report uncovers the interior scenes and secrets not only of vehicles but also of the people who inhabit them.

Who needs this?

Auto industry decision-makers who recognize the brand share benefits of constantly refreshing and rebooting customer connections – dynamics that evolve rapidly among Millennials and Gen Xers whose transitional lifestages make them such fast-moving targets:

  • Product Planners: Brands, OEMs, suppliers
  • Communications Experts: Advertising agencies, marketers, UX teams
  • Marketing Strategists and Planners
  • Sales Trainers

With data from over 600 driver surveys, 100 in-vehicle qualitative explorations and 1,200 in-the moment car interior and home environment photos, this highly visual 230 page report, Car Interior Scenes & Secrets: An Inside View, reveals a very different picture from the pristine images on websites and in advertising.

It  immerses managers in day-to-day Millennial and Gen Xer lives to uncover how they really use their vehicles’ interior storage spaces and places, how they really evaluate them and the real improvements they will look for next time they buy.

Powerful New Interior Archaeology Protocol

Vizionation partnered with ethnographic lifestyle specialist PayYourSelfie, Inc., to adapt its award-winning mobile survey platform to create the proprietary Interior Archaeology Protocol ™.

Building on the academic field of contemporary archaeology, our powerful new qual-quant tool combines large sample data, in-depth sensitivity and photo/video-documentation to take managers deep behind the scenes of day-to-day consumer lives.

Car Interior Scenes & Secrets: An Inside View  blends nationwide surveys (N=600+) and 100 in-vehicle explorations with instant access to 1,200 car interior and home environment photos.

Reinforcing its real-world authenticity, the report includes expert socio-cultural analysis that puts the attitudes, expectations, needs and wants of the 25-54 demo into an actionable business context.

Report Chapters/Topics

  • Meet the Panel: Millennial/Gen X profiles and personal lives
  • Importance of storage & storage features
    • Current vehicle decision vs. next/replacement
    • Implications for “cars” vs. SUVs/CUVs
  • Overall storage space/feature evaluations
  • Specific storage space/feature evaluation and usage
    • Trunk/cargo area
    • Cup-holder/console area
    • Map (door) pockets
  • Incidence, impacts & implications
    • Eating and drinking in the vehicle
    • Transporting children
    • Transporting pets
  • Vehicle cleanliness/neatness realities
    • Segments: coping vs. challenged vs. overwhelmed
    • Slips & spills: causes & culprits
    • Where trash winds up
    • Gross, grody, grungy: the worst spot in the vehicle
  • Interior pain points and pet peeves
  • Suggested improvements

Free sample chapter: Pets on Parade

Pets get their licks in, too. More than ethnography, it’s ethdography!

What impact do they have on the vehicle, where do they sit – and what do they think when riding along with mom and dad?

For Murphy and Daisy, whose frequent trips to the park end at their favorite burger spot, it’s “Oh boy, time for fun and treats!”

Contact us (form below) to request your free chapter.


Through syndication, the research investment is shared, delivering $60,000 custom study value for less than the cost of a focus group: the charter subscriber price is $5,525.

Click here for Licensee Terms & Conditions, pricing and multi-licensee discount schedule.

About Vizionation

Led by career automotive industry and marketing experts, Vizionation™ is the inter-generational consulting and research arm of Boomer / neXt, LLC. We publish high value/cost-efficient syndicated qual-quant research reports across a wide range of categories and topics.

Survey partner PayYourSelfie, Inc., specializes in ethnographic lifestyle studies across its panel of 150,000+ U.S. consumers, revealing them as they are in their daily lives, not as they might portray on social media or in conventional market research.

Subscriber Bonus Materials

  •  Webinar:  a one-hour online consultation with Vizionation team leaders.
  •  Free Insight Piece: Generation X: eXiles on Main Street? 

Once dismissed as the slacker, middle child generation squeezed between Baby Boomers and Millennials, Gen X is now in its peak earning years and its  corporate world members are bringing new ideas and insights to C Suites and boardrooms nationwide.

Packed with economic data, survey findings and socio-cultural context, the report immerses marketers in the true dynamics of this remarkable generation. Sweeping away clumsy stereotypes, it documents the folly of shifting marketing focus away from Xers as they leave the 18-49 demographic. 

By the end of 2018 over 16 million of these highly valuable consumers will have been exiled from direct, specific targeting by mainstream, Main Street brands since 2015.

Published at $895, it is free for Car Interior Scenes & Secrets: An Inside View subscribers.


This report is not available to, and may not be shared with, market research companies; we ask our friendly competitors for professional courtesy.

To order the report, or for more information, contact us directly.