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Page 1 – RESEARCH EFFECTIVENESS AWARD WINNER 2014
Copyright © ESOMAR 2014
RESEARCH EFFECTIVENESS AWARD WINNER 2014
CAR CLINICS 3.0
DESIGNING BETTER CARS BY PEERING INTO THE CONSUMERS BRAINS
Using neuro research tools in a multimode research approach at the beginning of the car
development process
Wim Hamaekers • Ronny Pauwels • Fatima El-Khatib
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Publication Date: October 2014
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RESEARCH EFFECTIVENESS AWARD WINNER 2014
CAR CLINICS 3.0
DESIGNING BETTER
CONSUMERS BRAINS
CARS
BY
PEERING
INTO
THE
Using neuro research tools in a multimode research approach at the beginning of the
car development process
Wim Hamaekers • Ronny Pauwels • Fatima El-Khatib
INTRODUCTION
For Toyota Motor Europe, the biggest challenge is capturing reliable consumers’ feedback at the
beginning of the car development process before prototypes are built. As the first moments of
exposure to a new car in the showroom have a high impact on the purchase decision, new car makes
have to “feel right” for consumers. The ‘Gestalt’ of the new car has to fit and has to be relevant for
consumers. Hence, the question is: how can you develop a new car that emotionally engages consumers
and excites them to take it for a test drive and eventually buy it? To answer this question Toyota
Motor Europe and haystack international, conducted a methodology test using neuro research tools
together with traditional research techniques. Results clearly showed that the combination of
traditional research and biometric research can add value to the development process of cars. For
Toyota this means that they can run tests early in the development process using these techniques, and
thus avoiding failures in the course of cars manufacturing process. As this way of conducting car clinics
is pretty innovative, the biggest challenge is adjusting the traditional way of car testing currently used
at Toyota Motor Europe and having the development team aligned on this new approach.
PROJECT SCOPE
Toyota Motor Europe and haystack performed a methodology test to establish if neuro-marketing
research tools add value to a traditional research approach, and whether it helps to use tests early in
the process. During the development process, technicians and designers primarily focus on fundamental
choices in structure, design and layout. To close the gap between development teams and customer
feedback, you need a better understanding of the way in which customers experience a car’s interior
and exterior features. Toyota Motor Europe and haystack defined three key objectives:
1. Understand which cars are emotionally engaging from an overall point of view;
2. Understand which exterior and interior features are emotionally engaging;
3. Understand to which extent different interior materials have a different emotional impact on
customers.
THEORETICAL BACKGROUND: NEURO-MARKETING IN THE RESEARCH MIX
We applied a mix of tools in this study. First of all, Eye-tracking with Tobii equipment to measure
people’s gaze objectively. Secondly we applied EEG (electroencephalogram) to measure long-term
emotional engagement from being exposed to stimuli. Thirdly we used GSR (Galvanic Skin Response)
to measure short-term activation from being exposed to stimuli.
Respondents were equipped with a small, comfortable EEG headset, a small non-intrusive tool that
measures galvanic skin response (on the finger), and an eye tracking equipment (see fig. 1). Finally we
used verbal quantitative measures and qualitative interviews to understand how people feel and think
about the stimuli.
FIGURE 1. NEURO RESEARCH TOOLS USED IN THE RESEARCH
1. ELECTROENCEPHALOGRAM (EEG) - KPI: long-term RELEVANCE index
The RELEVANCE index reflects the level of emotional and rational motivation toward a message or
brand. It predicts whether an ad conveys messages or ideas, which are self-relevant to consumers and
whether they identify with depicted persons, situations, opinions or values.
The EEG registers variations in brain waves produced by electrical activity of the cortex. It has an
excellent temporal resolution - down to 1/1000 of a second, which enables to detect even the most
subtle or rapid stimulation from an ad. Special procedures and algorithms are applied to control
individual differences in neurotransmission (CNS) as well as to improve the signal to noise ratio. The
key assumption supporting our findings is the Frontal Asymmetry Paradigm. In 1979 Davidson*
discovered that emotional states and motivational tendencies can be measured since they cause
asymmetry in the prefrontal cortex. The left prefrontal cortex is involved in a system facilitating
approach behavior, whereas the right prefrontal cortex is involved in a system facilitating withdrawal
behavior. NEUROHM ANALYSES MODEL ROCS
2. GALVANIC SKIN RESPONSE (GSR) KPI: short term ACTIVATION index
The ACTIVATION index reflects the arousal level
that is evoked by a product offer or promise. It
predicts whether consumers got energized and
excited by an ad and eventually driven to action.
GSR measures the level of arousal (“micro goosebumps”) by registering variations in galvanic skin
responses. Special procedures and algorithms are
applied to control individual differences in the
neurotransmission (PNS) as well as to clean the
raw GSR signal from the external noise, e.g.
respondents initial arousal or motoric artifacts.
NEUROHM ANALYSES MODEL ROCS
3. EYE TRACKING (ET) – KPI: ATTENTION
The ET assesses the level of the consumers’ visual attention in every second of exposure to a message,
a visual or a material.
A special ET device is used to synchronize its signal with the EEG recordings. It enables to estimate
how consumers feel when they look at specific elements of the tested material.
The ATTENTION index monitors the consumers’ visual spotlight and predicts how much attention they
pay to each critical element of the tested material. But most importantly, it predicts, which specific
words, graphics or other visual objects have produced which specific RELEVANCE and ACTIVATION.
EXPERIMENTAL RESEARCH DESIGN
We conducted a two stage research. In stage 1, respondents were exposed to computer generated
images of three car makes. We used the biometric measures EEG, Galvanic Skin Response and eye
tracking together with a quantitative verbal questionnaire. As the Toyota prototype was still
confidential at that time, we only included competitive makes: Ford Focus, Renault Fluence and
Volkswagen Jetta. The study was conducted in Poland and in total 40 respondents participated in the
test, during which they were exposed to different exterior and interior views of each car.
In stage 2 we measured the impact of materials in a real car setting. We used EEG, Galvanic Skin
Response and a qualitative interview to get hold of respondents’ reactions towards the materials (e.g.
steering wheel, dashboard, etc…). We conducted this test in Belgium and people evaluated different
dashboard materials while they were seated in the car. In total 8 respondents participated in this
research stage.
KEY CONCLUSIONS RESEARCH STAGE 1
Showing the respondents computer generated images of the makes, led to interesting results. The
output of biometric registration is extracted in the form of a motion spectrum (See fig.2). We are able
to detect – millisecond by millisecond – what people are looking at and what reactions are triggered in
the brain. This enabled us to establish which exterior and interior features are engaging or not, as well
as which elements incite respondents to further explore the car and eventually buy it.
FIGURE 2: MOTION SPECTRUM AND INTERPRETATION
Motion Spectrum present the dynamic flow of two primary measures: RELEVANCE & ACTIVATION.
RELEVANCE Based on the brain waves analysis and reflects the level of subconscious reactions –
motivational tendencies and emotional engagement with a message or brand. ACTIVATION Based on
body arousal; it reflects excitement evoked by a product or promise. And predicts whether
respondents got energized, excited or driven into action.
With regard to the Ford Focus (see fig. 3) the feelings are mainly neutral or negative; however, it does
have some engaging elements such as the alloy wheels and air conditioner vents. Respondents reacted
negatively to the rear, side and front view. The results of the VW Jetta were quite opposite.
Volkswagen seems to have made a safe choice: the car does not evoke negative reactions, but neither
does it surprise or positively engage the consumers. It is rather neutral with no mistakes (see figure 4).
FIGURE 3 MOTION SPECTRUM FORD FOCUS
FIGURE 4 MOTION SPECTRUM VOLKSWAGEN
Looking
at the bio metrics (see fig 5) the exterior of the Focus, evokes negative emotions (score -9) and scores
significantly worse than the Fluence (-2). The Fluence, in turn, scores significantly worse than the Jetta
(+2), which is the only make with a positive overall relevance. The activation scores measured through
GSR show the same evolution: the Jetta is the most activating, whereas The Ford is the least.
Had we taken into account only the verbal measures – liking score on a 7 point scale – all three makes
score at parity. People were unable to express their liking about the car’s exterior. The biometric
results revealed the strong and weak exterior elements of each make, which we would have been
unable to conclude from the verbal results.
FIGURE 5 METRICS EXTERIOR VIEWS OF DIFFERENT MAKES
EEG
GSR
VERBAL
People’s reactions to the interior elements are even more interesting (figure 6). We gathered scores for
the first exposure to the interior, as well as scores after exploring the car’s interior in details.
The Focus didn’t engage with respondents at first, but it established a significant increase of activation
after they had explored all interior features. In verbal measures, however, we didn’t find significant
differences at first exposure and second exposure.
The Fluence showed opposite results. It was quite engaging at first sight, but after detailed
exploration, the activation plummeted. Again this change in excitement about the car was not
noticeable in verbal measures.
The Jetta did not evoke an emotional response at first, but was more activating after exploration.
Again, we were able to define which elements evoked positive feelings except through analysing
biometric data.
FIGURE 6 METRICS INTERIOR EVALUATION OF THE MAKES
EEG
GSR
VERBAL
KEY CONCLUSIONS RESEARCH STAGE 2
In the second stage of the study, we set up a studio experiment. People were seated in a car and had
to evaluate seven different dashboard materials, while having EEG and GSR equipment on them. Our
goal was to determine respondents’ reactions upon seeing and touching the dashboard materials.
During the early stages of the car development process, typically only small pieces of the materials that
will be used are available. We wanted to find out whether neuro-research could help narrow down the
materials to be used in further development of the car.
After the biometric test, we asked respondents what they thought about the different materials and
which ones they preferred. The results were hard to interpret, as people didn’t seem to have a clear
preference. Some people found certain pieces too shiny and reflecting too much light; others liked the
shiny look. Some found sturdy ornaments too synthetic or unsafe, whereas others appreciated the
robustness and safety. Some preferred soft ornaments for safety, whereas others had the opposite
feeling. We were unable to determine the best material from verbal interviews. We decided to place
the different pieces in a real car.
The biometric results (see figure 7) indicated that only one piece could evoke a positive reaction when
looking at it: the Peugeot 208 ornament. The Polo and Clio ornaments were neutral, yet activating; the
rest was negatively engaging. It got even more meaningful when we looked at the biometric results
when people actually touched the different ornaments, rather than merely seeing, the different pieces.
The activation levels and emotional reaction changed completely. Only two ornaments triggered
positive emotions, while evoking a high activation: the Polo and the I20. The pattern in those pieces
looked like animal skin. People seem, intuitively, to be more attracted to this kind of material. The
Punto and the Clio were neutral, yet activating. They also had a pattern that resembled animal skin, but
it wasn’t subtle enough. It was interesting to learn that the touch and look of materials subconsciously
evoke different reactions that influence people’s feelings when driving or sitting in the car.
FIGURE
RESULTS
7
BIOMETRIC
DASHBOARD
MATERIALS
EEG
GSR
VERBAL
LEARNINGS AND INSIGHTS FOR THE CAR INDUSTRY
This project clearly showed that the combination of traditional research with biometric research adds
value to the car development process. The computer-generated images test showed that this method
could be used at a stage where only computer images are available. This allows R&D to test and
optimize every detail in a car design – before spending money on prototypes. The same goes for the
choice of materials. In fact, the dashboard and interior materials trigger positive or negative emotions
towards the car, and our willingness to buy it.
For Toyota, the study revealed the possibilities of testing at early development stages in order to make
better cars.
Other valuable insights we gathered from this research:
I.
Consumers find it hard to express their preference verbally. Objective measurement is a
prerequisite to understand emotional engagement and connect it to verbal evaluation.
II.
Specific exterior and interior car features can evoke negative or positive reactions, without
affecting the overall liking of the car.
III.
Overall evaluation is not the only metric matters: each individual element has to be emotionally
engaging for long-term success: 1+1=3!
IV.
Even small details can evoke strong emotional reactions, ultimately influencing the overall
preference for a car.
Because the method is so innovative, it is an internal challenge at Toyota to shift to non-traditional
research methods. This is in especially the case when internal teams are used to conventional car
clinics.
FUTURE STEPS
On the basis of methodology tests, Toyota took some valuable decisions. First off, neuro research is
now one of the tools in the official manual of Toyota for product and concept tests. Secondly Toyota is
convinced that looking at same business questions from different angles is the only way forward in
research. There is also consensus about the fact that this method can help in optimizing the car
development process resulting in producing better cars all in the end.
But, working with neuro research needs experimental research designs. Clients as well as agencies
have to be open minded to step into such a research program.
We also saw that for this methodological test that we needed to optimise the research design. We
tested branded makes in the computer generated images section where we couldn’t isolate the effect
of the brand. It would be good to conduct an unbranded test to understand to what extent the brand
influences the verbal answers and brain reactions. Secondly, in the real life car test we couldn’t isolate
the impact of the car fragrance and we know that fragrance can have a great emotional impact.
Last but not least, neuro-research is not the Holy Grail and traditional research will certainly be needed
to take a deep dive into motivations of users. However, combining neuro research with traditional
research will enable you to put an extra emotional layer on the results. It will give you more insights
into the impact of details and how people feel when being exposed to car details.
THE AUTHORS
Wim Hamaekers, Managing Partner, haystack International, Belgium
Fatima El-Khatib, Regional Manager AMEA, haystack International, United Arab Emirates
Ronny Pauwels, Product Research Manager, Toyota Motor Europe, Belgium

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