Ford using eye tracking for researching consumer response to car design

March 20, 2015 - 

Ford Motor Company is using new measurement processes such as eye tracking, to collect emotional and logical customer insights in an effort to learn more about how consumers visually discover new cars and trucks.

The company’s research has shown that while an aesthetically-pleasing interior design can attract potential buyers, the design still needs to accommodate the various needs of customers or they will lose interest.

Further down the road in its research, the automobile manufacturer will deploy eye tracking tools to measure how customers respond to color, materials, and any other critical aspects of vehicle design.

The data gathered in Ford’s experimental research will continue to help Ford’s design team to design a vehicle that optimizes customer experience.

“Vehicle interiors have witnessed one of the biggest evolutions across the history of cars in recent years,” said Raj Nair, Ford Motor Company’s group vice president of global product development. “Not only have we introduced a great deal of useful new technology into our cars and trucks, we consistently are adding better materials, improved design and increased features across the board, from high-end vehicles to entry-level segments. All of this leads to a focus on design languages that not only convey the right messages, but deliver on an enhanced user experience.”

Previously reported, Ford Motor Company was recently granted a patent for a biometric device that uses fingerprints, retinal scans, and voice recognition to gain entry to and start a vehicle

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About Justin Lee

Justin Lee has been a contributor with Biometric Update since 2014. Previously, he was a staff writer for web hosting magazine and website, theWHIR. For more than a decade, Justin has written for various publications on issues relating to technology, arts and culture, and entertainment. Follow him on Twitter @BiometricJustin.