This post contains content from a Decoding Digital Cultures session at a leading marketing communications school in India. The focus is how digital ethnography impacts research. There are similarities to human factors research.
Today the interior is where a vehicle sale is more likely to happen—or not. That’s based on looks but more importantly how the interior’s technology “partners” with the driver a la HMI. So the purchase decision will shift from visual factors to human factors. Marketing needs to follow suit. But how?
The vehicle technology horizon has shifted from the outside of vehicles to the inside. OEMs need to be thoughtful in deciding how to add that technology.