Customer Preferences analysis by means of neuroscience


Improve your product based on implicit customer preferences

How to develop a real customer-centric in-car experience for a global automotive company

The Deloitte Neuroscience Institute helped a global automotive company to prioritize the features for an all-new in-car digital assistant by analyzing customer preferences for planned features.

The business issue of our client

The client was developing an all-new in-car digital assistant for its latest series of cars. However, the client aims to understand which of the planned features are most important from a customer perspective in order to develop a reasonable prioritization of features.

Our delivered value

The Deloitte Neuroscience Institute analyzed implicit customer preferences and identified most valuable features from customer point-of-view that should be prioritized. In addition, a communication strategy how to promote features during sales discussions with real life use cases was developed.

Our approach

In order to analyze the implicit customer preferences, the Deloitte Neuroscience Institute programmed a reaction time based online test (Implicit Association Testing) to obtain insights regarding most crucial features from customer point-of-view. During this online test, first, the planned features were explained to the participants and afterwards participants had to execute four different tasks that provided insights regarding implicit preferences. In total, the test had a duration of 10 minutes.

Explore more neuroscience use cases of the Deloitte Neuroscience Institute.