av d fuhr sharp innovationsforum
DESCRIPTION
revolution ore evolution in car development - the customers viewTRANSCRIPT
its - Institute for Traffic Sociology
SHARP Innovation Forum, 26 Sept 2006
Automotive (r)evolution:trends & paradoxes for innovative
processes
Alfred Fuhr M.A.Head of AvD Institute for Traffic Sociology
Frankfurt /Main, Germany
its - Institute for Traffic Sociology
SHARP Innovation Forum, 26 Sept 2006
Automobile society
Today the car is the catalyst of the behavioural mechanisms of modern industrial society.
ZÜND UP (Swiss Artists Group)
its - Institute for Traffic Sociology
SHARP Innovation Forum, 26 Sept 2006
Our business
• sociological consultancy for the AvD mobility concept
• collecting & evaluating data for studies on • traffic, technology and target group behaviour
• sociological services in all questions of mobility:• services for members – e.g. consumer research & protection
• information agency for clients & partners, e.g. defining risk determination in the automobile society
• investigating traffic culture in Germany – built on respect, communication & consideration over decades
its - Institute for Traffic Sociology
SHARP Innovation Forum, 26 Sept 2006
●(R)evolution in automobile society● evolution: yesterday ► now● revolution: role of the passenger cabin in future
●ROI of user-oriented sociological research● studies, statistics & evaluations● reconstructions of motives: Automobile Habitus● understanding customers' strategies
●Trends & paradoxes● missed chances● scenarios of possible futures
Contents
its - Institute for Traffic Sociology
SHARP Innovation Forum, 26 Sept 2006
(R)evolution in automobile society
● evolution: yesterday ► now● chauffeur position● changes in interior design
● revolution: role of the passenger cabin in future● navigation & driver assistance: car as chauffeur● driver security & service:
new functions for new driver generations● new roles for driver & passengers
its - Institute for Traffic Sociology
SHARP Innovation Forum, 26 Sept 2006
The evolution of the passenger cabin
The forefathersConcord Stage Coach & Hansom Cab
its - Institute for Traffic Sociology
SHARP Innovation Forum, 26 Sept 2006
The evolution of the passenger cabin
Buick D 54 Roadster, USA 1916
its - Institute for Traffic Sociology
SHARP Innovation Forum, 26 Sept 2006
The evolution of the passenger cabin
Hispano Suiza H6B Hibbard & Darrin, 1929
its - Institute for Traffic Sociology
SHARP Innovation Forum, 26 Sept 2006
The evolution of the passenger cabin
..no safety belt, no driver assistance, 1940
its - Institute for Traffic Sociology
SHARP Innovation Forum, 26 Sept 2006
The evolution of the passenger cabin
BMW Isetta 250, 1960
its - Institute for Traffic Sociology
SHARP Innovation Forum, 26 Sept 2006
Revolution in the passenger cabin
senso Auto (rinspeed) LCD-SHARP - the car that feels …
its - Institute for Traffic Sociology
SHARP Innovation Forum, 26 Sept 2006
mobile wellness and medical survey
the passenger cabin begins to live..
Revolution in the passenger cabin
its - Institute for Traffic Sociology
SHARP Innovation Forum, 26 Sept 2006
Toyota podthe passenger cabin recognises how you feel today..
Revolution in the passenger cabin
its - Institute for Traffic Sociology
SHARP Innovation Forum, 26 Sept 2006
ROI of user-orientedsociological research
●studies, statistics & evaluations● analyses of driving & in-car behaviour, accidents
etc. ●reconstructions of motives: automobile habitus
● concept of automobile habitus● risk determination
●understanding customer strategies● bundles of motives, differenciated needs● reconstructing the ideal customer
its - Institute for Traffic Sociology
SHARP Innovation Forum, 26 Sept 2006
The Concept of Automobile Habitus
●origin: French sociologist Pierre Bourdieu’s theory of social research
●combines: the objective study of the world with reflexive knowledge of the subject(s) of the study
●includes: double objectification●method: double participant observation
Researcher takes on the perspectives of research subject and observer.
its - Institute for Traffic Sociology
SHARP Innovation Forum, 26 Sept 2006
Risk determination
●cannot be scruitinised in isolation by just one discipline
●cannot be developed and pinned down by just one set of rationality
Risk determination is a symbiosis that has not yet been
fully recognized!
its - Institute for Traffic Sociology
SHARP Innovation Forum, 26 Sept 2006
Methodological definition
Risk determination is a symbiosis of● natural science and humanities● common sense and expert rationality● human concern and fact
its - Institute for Traffic Sociology
SHARP Innovation Forum, 26 Sept 2006
Trends & paradoxes
●missed chances● example: the communication between
OEM – car navigation – customers& why it failed
●scenarios of possible futuresfor various target groups
● examples - driver assistance, infotainment, passenger security, comfort & telematic systems
● innovation potential – dialogue of disciplines
its - Institute for Traffic Sociology
SHARP Innovation Forum, 26 Sept 2006
Automobile Habitus
Listen to your customers..
its - Institute for Traffic Sociology
SHARP Innovation Forum, 26 Sept 2006
Automobile Habitus
its - Institute for Traffic Sociology
SHARP Innovation Forum, 26 Sept 2006
Automobile Habitus
.. – but don't believe them!
cf. Advertising Research Foundation USAquoted in: Vance Packard, The Hidden Persuaders
its - Institute for Traffic Sociology
SHARP Innovation Forum, 26 Sept 2006
Automotive (r)evolutiontrends & paradoxes for innovative processes
Thank you for your attention!
Alfred Fuhr M.A.Institute for Traffic SociologyAvD Automobilclub von Deutschland e.V.Lyoner Straße 16 60528 Frankfurt/MTel.: +49 69 [email protected]
Many thanks to Dr. Katharina Kettner, consultant, wave-concepts!