According to the Connected Car telematics study released later this month by Morpace Inc., many consumers remain unaware of the advanced telematics capabilities available in today's vehicles, though safety and productivity are key benefit themes sought after by consumers during purchase of a new vehicle.
In a press release, Morpace vice president, Auto West, Steve Nemeth said, “The Connected Car study was developed to help OEMs and suppliers better understand why consumers are interested in telematics features. It was designed to measure more than just consumer interest and awareness.”
The Connected Car study is the first edition of an annual syndicated study conducted by Morpace to better understand the dynamics of the expanding telematics market. Telematics features are defined by combining mobile communications with information processing.
Examples range from emergency response systems to in-car mobile hot spots. The study uses Morpace's proprietary B-Link methodology to determine which features consumers are interested in, as well as the benefits of the features. By understanding the underlying benefit structure, OEMs and suppliers can develop new features based on consumers' unmet needs; ensure messaging is aligned with consumer interests; and create different telematics packages for different consumer segments.
Connected Car will help OEMs and suppliers accurately profile consumer segments that would make buying decisions and which vehicle packages or bundles appeal to particular segments. It will help OEMs and suppliers better allocate funds for product design, development and marketing.
Morpace is a market research and consulting organization specializing in automotive, financial services, health care, retail and technology.
Recently, Morpace was in news when the research organization in its May Morpace Omnibus Study that revealed that Facebook provided retailers with valuable marketing opportunity.
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Sujata Garud is a RobotXworld freelancer with three years of writing/editing experience and two years of market research experience. As an editor she has covered the IT, electronics, banking, pharma, construction, mining and healthcare industries. To see more of her articles, please visit her columnist page.
Edited by Janice McDuffee