Audi wanted to know why Chinese users were not willing to update the MMI systems in their cars, and whether this was because the MMI system was problematic for Chinese users or simply because the price was too high. Audi had a very weak understanding of their Chinese users and therefore wanted our team to help them gain a deeper understanding of their users’ preferences, usage habits, and product desires and ultimately help them adapt the MMI system to become more suitable for Chinese users.

MY ROLE

Research Co-lead
- Co-lead a 5 researcher’s team

THE THIRD PARTY

Taylor Nelson Sofres
- Help us with the quantitive research