Our key methods in automotive market research

Display and operating concepts play an increasingly important role in the development of innovative vehicles. The effect and the benefit for the driver are of central importance. The following questions arise from this:

What is the respective usage behavior of different target groups?
What expectations does the driver or the passengers have of the system?
What influence does the system have on driving behavior? Is the system controllable at any time?
What risks do exist?
How intuitive is the operation of the system?

With our usability experts, we check display and control systems for possible limitations of a user-centered and legally compliant design. With detailed results and recommended actions, we ensure that the system can be designed efficiently, effectively and satisfactorily.

In numerous national and international studies, we have already examined central control systems in the premium vehicle segment and we have extensively tested their usability. This allowed us to gain valuable information for the design of the man-machine interface and specifically support concept cars and the development of line models.

The most important methods in the context of usability and user experience studies are static and dynamic studies with the experimental vehicle, online studies, focus groups, co-creation workshops and design-thinking workshops.

Benchmarking studies for production vehicles shortly after SOP are a central core competence of our company. Here, interior and exterior design, functionality, ease of use and driving dynamics are assessed in a comparative setup with the main competitors. At the same time, the importance of each criteria is determined and a two-dimensional matrix created with actionable items. In addition, a strength and weakness profile is created for each vehicle from the end user’s point of view. All results are presented in dashboard design with time and country comparisons.

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We identify the acceptance and marketability of new products at an advanced stage of development with product clinics. Price readiness and acceptance play a very important role

For design, functionality or usability, specific actionable items are identified and presented in specially developed workshops. Competitor comparisons often play an important role in enabling the product to be positioned in the market.

Methodically, many proven methods such as face-to-face interviews (PAPI, CAPI), focus groups, mini-groups or in-depth interviews are used.
We are competent and experienced in all matters relating to secrecy and IT security.

Within the framework of product tests in the very early phase of development, we use different quantitative and qualitative methods to determine the acceptance of innovations in real or virtual test vehicles. In addition to design, functionality and usability, also the willingness to pay plays an important role, which is determined among other things with special Conjoint models.

The planning and execution of driving tests has been a special competence of Comaq for many years. Based on the often very technical issues of driving dynamics, driving safety and driving comfort, we have developed a survey concept that is very easy to follow and understand for end customers and that makes the individual criteria assessable and differentiated.

Our test drives can take place both at a private test area and on public roads. During the test drives, the subjects are accompanied by interviewers. Also video and audio recordings are part of the methodical setup.

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