Turning "know" into "yes"
Johnson Controls Consumer Experience and Insights Team takes end-user research to a higher level
For a product or service to be successful it must deliver what end-users want, need and expect most. To deliver that requires truly understanding end-user behaviors. Achieving that understanding is what the Johnson Controls Automotive Consumer Experience and Insights Team does best.
Getting to know the consumer
The team goes well beyond typical consumer surveys and focus groups. They actually visit and talk with consumers in their own home and work environments, learning about what matters most to them, observing how they interact with their vehicles. “We learn from what we see, not just what we hear,” said researcher Dawn MacLeod, Automotive Experience Johnson Controls. “We get a better sense of what’s important to them even if they can’t verbalize it. We share that with our design team and our customers to help them develop future products.”
A unique understanding of end-user behavior
The team has a unique combination of skills and expertise, including consumer research, psychology, marketing, and human factors. Their knowledge of what motivates consumers and how they interact with products yields a significantly better understanding of consumer behavior. That’s key to fulfilling end-user wants and needs, now and in future.
Beyond automotive research
The team is part of our automotive group but they also conduct research for our Power Solutions and Building Efficiency groups. For example, the team studied the challenges consumers face when trying to figure out what car battery to buy. That research led to development of a battery selector tool being tested by a major U.S. retailer. The tool is designed to make customers confident that they will leave with the right battery and feel good about their purchase decision.
Team manager Renae Pippel said, “We’re constantly working to better understand our customer’s end-users and to use that knowledge to make us all more successful.”
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