Designing the Future of Mobility
⬇
Overview
In the Fall of 2019, BMW Group reached out to SCADpro to collaborate on a research project that combined premium mobility, technology, and the aging demographic. BMW wanted to better understand its largest customer segment: luxury vehicle owners aged 60 years and older.
Goal
The goal of this collaboration was to gather primary research data and understand trends and habits in mobility, technology, and life throughout the aging demographic while also digging deeper to uncover their motivations, needs, and what truly influences their decisions.
Phase I
Initial Research Process
Interviewees were located and contacted across North America in the target demographic of 65+ years old.
Phase II
Data Synthesis
We conducted a research analysis by using a common industry method called the affinity diagram. The affinity diagram brings issues and insights across all data together into a wall-sized, hierarchical diagram. Affinity infers likeness.
Phase III
Data Visualization
On the data visualization team, we condensed our insights into select graphs and charts in order to be digested easily when we handed off our data off to the BMW Group.
2 x 2 Matrix
The SCADpro team took the insights found in phases one through three and implemented the 2x2 matrix to illustrate themes and insights found in these phases of data analysis. The 2x2 matrix analysis was completed using our insights about desired and unwanted technology and how it compared to trusting and fearing technology.
Iceberg Analysis
The SCADpro team took the insights found in phases one through three and organized them using a diagram called the iceberg analysis. This method allowed researchers to illustrate themes and insights found throughout primary research. The iceberg analysis was completed using insights about family and how it can be a motivator for mobility.
Documentation Video & Process Book
To see the questions we asked, how we reached our conclusions, and more; watch our video / take a look at our process book.