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Study on Consumer Requirements for Automotive Infotainment Systems

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R&D Management in the Knowledge Era

Part of the book series: Innovation, Technology, and Knowledge Management ((ITKM))

Abstract

The core function of marketing is to discover and stimulate opportunities for firms output ([1], p. 10). In doing so, market research plays an important role in gathering information that is crucial for making business decisions ([2], p. 36). Market research is extremely important, especially for technology-based companies to understand customer direct and latent needs ([3], p. 1003).

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Author information

Authors and Affiliations

  1. Hamburg, Germany

    Aswin Sampath Kumar

  2. Portland, OR, USA

    Tuğrul Daim

Authors
  1. Aswin Sampath Kumar
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  2. Tuğrul Daim
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Corresponding author

Correspondence to Tuğrul Daim .

Editor information

Editors and Affiliations

  1. Department of Engineering and Technology, Portland State University, Portland, OR, USA

    Tuğrul Daim

  2. Faculty of Economics & Business, University of Zagreb, Zagreb, Croatia

    Marina Dabić

  3. İzmir Institute of Technology, Urla, Izmir, Turkey

    Nuri Başoğlu

  4. Portland State University, Portland, OR, USA

    João Ricardo Lavoie

  5. School of Computer Science, Innovation, and Management Engineering College of Management, Long Island University (LIU), Greenvale, NY, USA

    Brian J. Galli

Appendix: Survey Questionnaire

Appendix: Survey Questionnaire

1.1 In-Car Entertainment

In this section, consumer preference for infotainment features that they would like to have in their future car are studied.

  1. 1.

    What is your primary source of entertainment in car?* (multiple responses possible)

    1. (a)

      Radio

    2. (b)

      Personalized music and video contents

    3. (c)

      Television

    4. (d)

      Web browsing

    5. (e)

      Newspaper and magazines

    6. (f)

      Others

  2. 2.

    How do you like to play music or video in car?* (multiple response possible)

    1. (a)

      Using Internet profiles on infotainment system

    2. (b)

      Connect mobile phone to infotainment unit

    3. (c)

      Connect virtual reality gears (Oculus) to infotainment system

    4. (d)

      CD/DVD

    5. (e)

      USB stick or memory card

    6. (f)

      Broadcast radio

    7. (g)

      Broadcast TV

    8. (h)

      Laptop

  3. 3.

    What following functions, you would like to have in your new car?* (multiple responses possible)

    1. (a)

      Music

    2. (b)

      Videos

    3. (c)

      Business utilities

    4. (d)

      Shopping

    5. (e)

      Gaming

    6. (f)

      Web browser

    7. (g)

      Social networking platforms

  4. 4.

    How do you prefer to control the infotainment system of your car?* (only one response possible)

    1. (a)

      Touch screen control

    2. (b)

      With buttons, knobs and switches

    3. (c)

      Voice assistance

    4. (d)

      With human gestures

    5. (e)

      Remote control

  5. 5.

    What display feature you prefer to have in your car for experiencing videos? * (multiple responses possible)

    1. (a)

      Flat display screen

    2. (b)

      Curved display screens that fit nicely on your dashboard

    3. (c)

      3D display screen

    4. (d)

      Heads-up display (wind shield display)

    5. (e)

      Augmented reality

    6. (f)

      Others

  6. 6.

    How do you like to have your entertainment system in car? * (only one response possible)

    1. (a)

      Individual entertainment system for each passenger

    2. (b)

      Single entertainment system for all passengers

  7. 7.

    How important are the infotainment system features, when you decide to buy a new car? * (only one response possible)

    1. (a)

      Extremely important

    2. (b)

      Important

    3. (c)

      Neutral

    4. (d)

      Less Important

    5. (e)

      Not at all important

1.2 Car Radio

In this section, analysis of consumer behavior for listening to radio in the car and radio features they would like to have is studied:

  1. 8.

    Why do you listen to radio when driving? * (multiple responses possible)

    1. (a)

      No need to choose songs each time while driving

    2. (b)

      News program and local events

    3. (c)

      The talk shows that are hosted on radio program

    4. (d)

      For live traffic and weather updates

    5. (e)

      Commercials

  2. 9.

    What are the important radio features you would like to have in your car? * (multiple responses possible)

    1. (a)

      Select radio station by their name and not by the radio station frequency number

    2. (b)

      Display name of the program along with song title and artist name

    3. (c)

      Automatic traffic updates when driving your car

    4. (d)

      Receive text or images form the radio station about news report

    5. (e)

      Ability to record, pause and play the program

    6. (f)

      Others

  3. 10.

    Where do you prefer to listen to broadcast radio in car? * (only one response possible)

    1. (a)

      Within cities

    2. (b)

      In motorways (highways)

    3. (c)

      Both within cities and motorways

    4. (d)

      I do not listen to radio

  4. 11.

    If you have Internet in your car, would you still need broadcast radio? * (only one response possible)

    1. (a)

      Yes

    2. (b)

      No

1.3 Impact of Sharing Economy on Infotainment Systems

In this section consumer preference for future mobility and their entertainment experience in sharing economy is studied.

Sharing economy is an economic model in which individuals are able to borrow or rent assets owned by someone else:

  1. 1.

    Car sharing means renting a car for shorter period of time, usually by hours whenever needed.

  2. 2.

    Car rental means renting a car for longer period of time, usually on a day basis.

  3. 3.

    Ride sharing (carpooling)—the concept of sharing space within a given vehicle along with other people (e.g., blabla car).

  1. 12.

    Please mark your preference for single person, future mobility based on the distance you want to cover? * (only one response possible for each row)

 

Own car

Car sharing

Car rental

Ride sharing

Public transport

Airplane

<50 km

      

50–100 km

      

100–501 km

      

501–1000 km

      

>1000 km

      
  1. 13.

    When do you use car-sharing service? * (multiple responses possible)

    1. (a)

      Never

    2. (b)

      Daily travel to work

    3. (c)

      Business trip to new cities

    4. (d)

      Family vacation

    5. (e)

      Single-person vacation

    6. (f)

      No public transport options

    7. (g)

      Socialize with people

    8. (h)

      Others

  2. 14.

    How do you prefer to have your personalized entertainment experience when using a car-sharing or rental service? * (only one response possible)

    1. (a)

      Using an Internet profile (e.g., Facebook, Google accounts)

    2. (b)

      Using mobile phone

    3. (c)

      I do not want to have personalized setting in shared or rental car

  3. 15.

    Rank the features according to their importance for you when choosing car sharing or rental service?* (only one response possible for each row)

 

Very important

Important

Neutral

Less important

Not at all important

Radio system

     

Navigation

     

Internet connectivity in the car

     

Common entertainment for all passengers

     

Separate entertainment for each passenger

     

1.4 Autonomous Cars

Fully autonomous or completely self-driven cars are cars that will control all safety-critical functions for the entire trip and do not require human intervention at all.

  1. 16.

    What do you like the most about completely self-driving cars? * (multiple response possible)

    1. (a)

      Provides extra free time

    2. (b)

      No need to learn about driving a car

    3. (c)

      Reduces the stress due to driving

    4. (d)

      Good solution for physically challenged people

  2. 17.

    If you were to ride in a completely self-driving vehicle, what would you do in your newly found free time in the car? * (multiple response possible)

    1. (a)

      Sleep

    2. (b)

      Being productive (work/school work)

    3. (c)

      Being social (talk with friend, chatting)

    4. (d)

      Being entertained (music, videos, games)

    5. (e)

      Enjoy the scenery

    6. (f)

      Be cautious and still watch the road

1.5 Demographic Details

In this section, please provide your demography details in order to perform the study. Since this study is conducted on a whole group and not an individual, your names are not necessary. So, feel free to give your details.

  1. 18.

    Gender * (only one response possible)

    1. (a)

      Male

    2. (b)

      Female

  2. 19.

    Age group * (only one response possible)

    1. (a)

      Less than 18 years

    2. (b)

      18 to 30 years

    3. (c)

      31 to 40 years

    4. (d)

      41 to 50 years

    5. (e)

      51 to 50 years

    6. (f)

      61 years and above

  3. 20.

    Which region do you live? * (only one response possible)

    1. (a)

      India

    2. (b)

      Europe

    3. (c)

      North America

    4. (d)

      South America

    5. (e)

      China

    6. (f)

      Others

  4. 21.

    What type of car you drive frequently? * (only one response possible)

    1. (a)

      I do not have a car

    2. (b)

      Compact/small cars

    3. (c)

      Midsize cars

    4. (d)

      Large cars

    5. (e)

      Executive cars

    6. (f)

      Luxury cars

    7. (g)

      Sport cars

    8. (h)

      Multipurpose vehicle (MPV)

    9. (i)

      SUV

    10. (j)

      Mini cars

  5. 22.

    What is your current employment status? * (only one response possible)

    1. (a)

      Self-employed

    2. (b)

      Employed in the government

    3. (c)

      Employed full time in a private organization

    4. (d)

      Employed part time

    5. (e)

      Student

    6. (f)

      Currently not employed

    7. (g)

      Retired

* Questions marked star are compulsory to answer

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Sampath Kumar, A., Daim, T. (2019). Study on Consumer Requirements for Automotive Infotainment Systems. In: Daim, T., Dabić, M., Başoğlu, N., Lavoie, J.R., Galli, B.J. (eds) R&D Management in the Knowledge Era. Innovation, Technology, and Knowledge Management. Springer, Cham. https://doi.org/10.1007/978-3-030-15409-7_6

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