New Use Cases for Autonomous Vehicles: Consumer-Centric Corporate Foresight Research with Innovative Consumers
Journal
Technological Forecasting and Social Change
ISSN
0040-1625
Type
working paper
Date Issued
2018-04-02
Author(s)
Abstract (De)
When control is delegated to an automated car, people will be able to invest time in non-driving related tasks, resulting in more enjoyable and productive time spent in the vehicle. Understanding customer needs in the context of vehicle autonomy is crucial for organizations in the automotive industry and forms the basis for strategic decision-making. The consumer-centric, corporate foresight research described in this paper aims to explore how customers of premium cars want to spend time in semi-autonomous vehicles (SAVs)0F0F .
A qualitative pilot study with 29 visionary, trend-receiving consumers from Germany, the USA and China identified three innovative use cases for premium SAVs. A subsequent quantitative online survey with 733 participants from the same three markets confirms the relevance of the use cases for mainstream and innovative consumers and discloses individual preferences for specific secondary activities. The findings underline that SAVs are a game changer, transforming future cars from pure mobility providers into extended living and office spaces, with implications for the transport system and practitioners.
The contribution of the paper is three-fold: It introduces a consumer-centric corporate foresight study, discloses future consumer needs in the context of premium SAVs and outlines implications for practitioners along with a future research agenda.
A qualitative pilot study with 29 visionary, trend-receiving consumers from Germany, the USA and China identified three innovative use cases for premium SAVs. A subsequent quantitative online survey with 733 participants from the same three markets confirms the relevance of the use cases for mainstream and innovative consumers and discloses individual preferences for specific secondary activities. The findings underline that SAVs are a game changer, transforming future cars from pure mobility providers into extended living and office spaces, with implications for the transport system and practitioners.
The contribution of the paper is three-fold: It introduces a consumer-centric corporate foresight study, discloses future consumer needs in the context of premium SAVs and outlines implications for practitioners along with a future research agenda.
Language
English
HSG Classification
contribution to scientific community
HSG Profile Area
Global Center for Customer Insight
Publisher
Elsevier
Subject(s)
Division(s)
Eprints ID
254241
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Name
Manuscript.pdf
Size
666.72 KB
Format
Adobe PDF
Checksum (MD5)
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