Faurecia, automotive part manufacturer, wanted to know if luxury car owners would be interested in a new type of luxury seat for their car. The seat could measure a variety of metrics about the passenger, such as blood pressure or stress levels, and then make adjustments to increase comfort or safety. It was unclear however, what aspects of the seat appealed to luxury car owners and who would want to purchase it.

We surveyed over 300 luxury car owners about their interest in an emerging car seat product. Our analysis focused on finding the market segments most interested in the product, identifying market segment features, and determining what aspects of the car seat were most interesting to them.

Methods and Tools Used:

  • SPSS for Data Analysis
  • Survey Design in Qualtrics