Archive for January, 2015

Baby You Can Drive My Car

Posted on: January 29th, 2015 by doyle

From the desk of Alice Morgan

My favorite tenet in new product development is, You Don’t Know What You Don’t Know.

As my driverless car seatsfriend Eliza points out, who knew 10 years ago that our phone would become our camera? Sea changes are aptly named; like the tide, they are inexorable.

We are in the midst of a sea change in the automotive sector. Technological developments by Google, OEMs and others, have resulted in, depending on your lexicon preference, Crash Avoidance Technology, AKA Driverless Cars.

The technology is here. The question is, is the consumer?

First, the technology. As all sorts of articles have pointed out (here’s just one) crash avoidance features are increasingly common, and many vehicles currently offer some form of technology-enabled driver assistance. Available features and packages include Adaptive Cruise Control, Collision Prevention Assist, and Parking Assistance (a polite way to describe helping terrible parallel parkers avoid smashing into other cars.)

Although the technology is here, or in some cases almost here, the interesting thing is that the consumer is not. When asked what they think of cars that drive themselves people talk about how much they like driving, controlling the car, the open road, etc. It’s all very Jack Kerouac. What people conveniently forget is that the joys of driving are often few and far between. Driving, let’s face it, is a chore. Commuting, day after day. Driving the kids to school, schlepping them to various activities. Like many things, there’s the concept of driving, and then there’s the reality.

This contradiction presents a fascinating opportunity. To understand the mindset of the consumer. To probe and find out what are the barriers to understanding and accepting this Brave New World. To explore what industries will be impacted and how. Obvious industries include Insurance (more money from fewer crashes) and Auto Body Shops (less money from fewer crashes). Less obvious categories may include, for example, electronics manufacturers, as cars get reconfigured with nifty new gizmos to entertain an increasingly passive driver.

To all this, we say: Fasten Your Seatbelts. And enjoy the ride.





In With the New: New Qualitative Methods, New Apps, New Year

Posted on: January 21st, 2015 by doyle

New Qualitative Methods

2014 was an innovative year at Doyle Research Associates. We continue to find and refine effective ways to use the latest technologies to enhance qualitative research methods.

  • We launched a new product called Geo-Stories,℠ real-time geo-validated phone interviews conducted at the moment of product experience. In 2014 we intercepted and talked to people as they shopped at convenience stores, grocery stores, and even car dealerships!
  • We devised a strategic framework showing how qualitative research adds value throughout each stage of the product lifecycle. Check it out here.PaulVideoGlasses
  • Ever wanted to see exactly what your customers see? Try video glasses. These glasses take shopper insights to a whole new level, as this video clip illustrates. 

New Apps

Here are some apps that we have discovered in the past year:

  • There are some good apps to help participants create collages, like Moldiv with many visually interesting layouts;  and to organize photos like Mosaik and Skitch by Evernote that allows participants to mark-up and annotate PDF images.
  • For the travelers and road warriors out there, check out Waze. It is a map with crowdsourcing or “real-time help from other drivers.” The app will reroute you around construction, alert you of accidents, police on highways and vehicles stopped on the side of the road, as reported by other users.
  • TweetDeck makes using the fire hose that is Twitter more informative and manageable by organizing followees into categories of interest.

New Year

  • Doyle Research will be presenting “Fire the Moderator! Why You Don’t Have to be There“ at The Quirk’s Event on February 23-24, 2015 in Brooklyn, NY.  We hope to see you there!