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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 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 – Millennials and Gen Xers whose transitional lifestages force rapid changes in needs, wants and expectations.

Who needs this?

Auto industry decision-makers who value refreshing connections with real customers, not stereotypes:

  • Brand Managers
  • Product Planners: Automakers, OEMs, suppliers
  • Communications Specialists: Advertising agencies, marketers, UX teams
  • Marketing Strategists and Planners
  • Sales Trainers

An Inside View: Car Interior Scenes & Secrets, reveals a very different picture from the pristine images on websites and in advertising.

This highly visual 230 page report blends data from over 600 driver surveys, 100 in-vehicle qualitative explorations ,1,200 in-the moment car interior and home environment photos, and expert business-focused analysis to immerse managers in day-to-day Millennial and Gen Xer lives.

It uncovers 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.

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

Adding Big Insights to Bold Data, 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 & personal lives
  • Importance of storage & storage features
    • Current vehicle decision vs. next/replacement
    • Implications for “cars” vs. SUVs/CUVs
  • The big picture: overall storage space/feature satisfaction
  • Deep dive: specific storage space/feature usage & satisfaction
    • 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 & pet peeves
  • Suggested improvements


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.

Study Co-Authors

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 200,000+ 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 by Vizionation sister company, Boomer / neXt, it is free for An Inside View: Car Interior Scenes & Secrets licensees.


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.