The Brand Manager’s Dilemma: Is What Consumers Say Really True?
When it comes to self-reported consumer data, truth lies in the eye of the beholder; it’s a monstrous problem for decision makers … Krissy the Chrysler Town & Country owner, and Sydney, who drives a Cadillac CTS, illustrate the dilemma.
Provocative answers for UX innovators, mobility designers and marketers who rely on consumer research in their planning. Click for PDF Brand Mgr survey dilemma
Pets on The Loose: Not Cute – Unsafe
“Oh boy, where are we going?!?!?!?!” Bailey is excited to ride with her mom to work, to trail hikes and on errands and road trips. Her excitement masks a dark and dangerous truth: like over 90% of the ride-along pets in the Vizionation study Car Interior Scenes & Secrets, she travels unrestrained – in an accident she would become a projectile, injuring herself and human passengers as well. Creative solutions are overdue.
Click for PDF Pets on the loose
Most Cupholders Carry More “Stuff” Than Cups – Worry Dolls to a Clutter of Cables
Thanks to Chrysler’s minivan UX breakthough in 1983, Millennials grew up with cupholders. Ever since, as passengers and now drivers, they found creative ways to crowd out cups with an amazing variety of “stuff.” Today, their evolving adult lifestages are upending perceptions and priorities – and they are ripe for innovative solutions next time they buy. Click for PDF Cupholder clutter