Ford Motor Company is currently working with new research and measurement methods to collect emotional and logical customer insights. This research also learns more about how people visually discover new cars and trucks. New techniques include eye tracking, measuring where eyesight lingers most and biometrics.

“Vehicle interiors have witnessed one of the biggest evolutions across the history of cars in recent years,” said Raj Nair, Ford Motor Company group vice president, 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.”

According to Ford research shows that a great-looking interior design can attract new buyers, but if that design isn’t thought through to accommodate various customer needs, the result can be a less satisfying experience. Data collected in Ford’s experimental research is guiding the Ford design team to shape the best customer experience possible.  Research will happen up front, while responses to color, materials, and any other critical element will continue to be assessed through customer clinics at a later stage of the process.

Ford has begun using a similar method while designing the interior of the all-new high-performance supercar, the Ford GT.