Hear industry recommendations of three data-driven leaders post the pandemic for the automotive sector. Some questions we couldn't get to during the session are answered below.
Q: How should researchers best use qualitative versus quantitative UX methods in automotive?
Michaela Mora: At this point, most of the UX research is conducted with qualitative research methods like IDIs, context inquiries, usability testing, but the field would benefit from adding quantitative methods for validation purposes and to support go/no-go decisions. We should not be making these types of decisions solely based on qualitative research. Quantitative concept testing, conjoint analysis, and large-scale unmoderated usability tests, tree-tests, card sorting, and A/B testing are examples of quantitative methods that can be used to validate insights from qualitative research when making decisions about how to improve the online automotive user experience.
Q: How much are changing attitudes to public transit impacting or benefiting the automotive industry out of the pandemic?
Stephen Popiel: The pandemic has of course had both positive and negative impacts on the auto industry.
The negatives have been the cost resulting from the stoppage of supply chains and manufacturing, plus the lost sales during the months where dealers were essentially closed.
However, once the country opened, it became apparent that public transit usage was declining to very low levels. Public transportation and other forms of shared ride services were replaced with various alternative forms of transportation - walking, cycling and personal driving. While many were WFH many have gone out and purchased either a new or used vehicle. We have seen a dramatic increase in the purchase of used vehicles which has helped both used car dealers and new car dealers who also sell used vehicles.
In addition, the pandemic showed in part the impact of the entire economy, not just transportation, on the environment and this may spur sales of more environmentally friendly powertrains like Hybrids, Plug-In Hybrids and battery Electric vehicles in the medium term.
Ride sharing, both traditional taxis and newer services like Uber and Lyft have also taken a hit, which may impact the development of various ride sharing programs, at least in the short-term.
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