Market analysis and trendspotting of automotive lighting products with focus on end customer

Desired outcome

Our wish is to learn about the development of the automotive lighting market as seen by the users of the vehicle who are not part of the automotive circles. Understanding the untapped demands could provide us with better understanding and opportunities to grow our business with solutions which have a high impact on the satisfaction of end users.

Initial Problem Description

Currently, we are seeing a lot of different changes occurring in the automotive environment with more attention given to sustainability, efficiency, and permanent improvement of safety through semi or fully autonomous driving. In addition to technical changes there are also other fields/realms which are influencing how society views cars and transportation. With more hybrid and work from home the everyday life is changing and with that also our transportation needs. The recent economic turmoil impacted the buying power of all generations, but especially first-time buyers are seeing challenges in affordability. Coupling that with focus on environmental friendliness results in a formidable obstacle to find a product which fulfills the requirements and is cost-effective.

Context

The goal of every company should be to know their users and what their expectations are. Both those they know and those they do not yet know they have. This means we need to constantly analyze the feedback given both by the public as well as different sub-groups based on either generational, social, or economic standing in our society.

Connection to cross-cutting areas

Sustainability - the automotive industry in general is attempting to reduce its carbon footprint. This includes automotive lighting where the industry is attempting to reduce the electrical consumption of their products and use sustainable materials in their manufacturing process.
Digitalisation - Automotive lighting is becoming "smarter", reacting to the environment as well as communicating to other traffic participants. In addition, there is a large trend towards connectivity to other devices in the automotive industry allowing communication between the vehicle and other participants as well as personalization of the vehicle.

Input

There are a few emerging mega trends that are currently driving the automotive market such as:
- Electrification - what new needs and/or possibilities in automotive lighting emerge when vehicles are not internal combustion but battery powered?
- Personalization - how can lighting be used to personalize a vehicle?
- Autonomous driving - what new lighting products emerge when the vehicle is no longer actively controlled by a person?
- Connectivity - how can lighting be used for communication with other traffic participants and with the driver?

Expectations

Our intention is to receive a report on the findings on how different groups, whether generational, social, or economic based, perceive their unfulfilled needs when it comes to personal transportation and how to support those needs with light. In addition, having a comparison on how different markets vary due to cultural differences.

Desired Team Profile

A diverse team which can address multiple aspects of user experience research such as but not limited to:
- Social sciences field for marketing and communication skills
- Industrial design for visualizing the discoveries found during the project

Technical knowledge of how solutions that would address the needs of the market are beneficial but not required.

Additional Information

A diverse team can support with some knowledge already gathered to help kick-start the project although the preference is to have minds unburdened by previous ideas. We are looking to find what consumers would like to see in future vehicles, not necessarily if these needs are currently technically feasible.

Related Keywords

• Automotive engineering
• Automotive electrical and electronics
• Lighting and signaling system
• Traffic, mobility
• Lighting, illumination
• Sustainability
• Market research