Case Study: Quantitative Survey

Home > Clients & Case Studies > Hyundai Mobis

Centralis helped users drive the design of Hyundai Mobis’ next-generation in-vehicle user experience.

The Challenge

Hyundai Mobis is the R&D arm for Hyundai Motors, and the world’s seventh largest supplier of auto parts. They engaged Centralis to research drivers’ behaviors and attitudes across various vehicle product areas, such as media usage, voice assistants, car-to-home functionality, and autonomous driving preferences.

The results of this study would guide the development of Mobis’ next-generation in-vehicle infotainment (IVI) system.

 

The Process

Centralis worked closely with the Mobis team to design an online survey that would amplify the user’s voice in the product development process.

To ensure we heard from those familiar with current vehicle systems and features, we screened for respondents who drove at least 5,000 miles/year in newer vehicles (2016 or later).

Next, we wrote straightforward, concise, and concrete questions to facilitate quality responses.

 

The Impact

Our data revealed a range of insights about drivers’ media and display preferences. Drivers value critical alerts about fuel and emergency vehicles over entertainment features. When it comes to listening preferences, AM/FM radio still greatly outpaces any other media source, although the most popular in-vehicle streaming apps include Spotify, Amazon, Pandora, Apple, and YouTube.

Our final report detailed the complete results of the survey, highlighting the most significant takeaways that will shape Mobis’ product development roadmap.

 

Our Value

Centralis listened carefully to Mobis’ research goals and provided quantitative insights into the needs and desires of their consumer base.

Our expertly designed survey and independent analysis delivered valuable insights to Mobis as they developed their next-gen in-vehicle infotainment system.

These results informed the creation of an early-stage prototype, which Hyundai brought to our lab for usability testing.

"Your reports are so clear, they tell us exactly what we need to know."
- Product Manager, Insurance Company