Business Issue
A global leader in automotive electronics and display technologies was investing in multiple next-generation display technologies designed to enhance the driver and passenger experience. Before committing significant resources to development, the company needed to understand which concepts would resonate most with consumers, where improvements were needed and how to prioritize future investments.
The company turned to Escalent to evaluate consumer reactions to a range of display solutions and provide clear, evidence-based guidance for its innovation roadmap.
What We Did
Escalent conducted a multi-phase research program that combined quantitative surveys with in-person focus groups to understand how consumers use vehicle displays today and what they expect from future solutions.
The survey phase explored current display usage, satisfaction, unmet needs and interest in future display technologies. Building on these findings, we conducted in-person focus groups with target consumers to evaluate functional prototypes of several display types (including instrument clusters, center displays, head-up displays, passenger displays and hidden displays) and discuss opportunities for improvements.
Result
By combining broad market feedback with hands-on concept evaluation, Escalent gave our client a clear understanding of consumer preferences and how drivers want vehicle displays to evolve. We translated these insights into concept-specific recommendations that helped refine designs, prioritize development and guide investment, commercial and marketing decisions.
The findings also supported a thought leadership campaign, including a whitepaper and video for clients and industry stakeholders. Grounded in rigorous consumer research, the work strengthened both the client’s product innovation strategy and its position as a trusted automotive partner.
