Perceptions Towards Tech on Board

Research background

• UniqueView worked for a world leading luxury car producers to evaluate their current customers’ perception towards Tech on Board on competitors’ car models, including:
  • Infotainment system (Screen, Entertainment, Navigation, Tel./Connectivity)
  • On Board Computer (instrument panel)
  • Infotainment and on board computer Controls (on the instruments and on the steering wheel)

Research methodology

• 40 in-depth interviews (car clinic facility with actual competitors’ car models display) were conducted covering respondents in Beijing, Shanghai, Guangzhou and Chengdu. All interviews were conducted in Shanghai.

Target Audience

• Customers of our client and have bought a car priced 950K RMB to 1.8 Million RMB.

Research Results

UniqueView was responsible for full service for this project. The research findings helped our client to understand if and which tech on board functions of competitors‘ car are perceived better than those of theirs, with a particular focus on how important these features are for client‘s car.