The emotive benefits of in-car functions


Whilst the investment cost of functional features in a car is easy to establish, the challenge of this project was to reliably connect this to the often high, but hard to equate, emotive customer value they provide.

Research and Outputs:

Filmed, in-home and then in-car, anthropological user-research showing how real people use real cars – and how they gain value from different features and functions of their cars
A clear framework to connect in-car features to their role and functions, and then to the pragmatic and emotive benefits they realise for customers – and thus show the inter-relation of feature cost and value.