2015 U.S. Tech Choice Study Insight

The inaugural J.D. Power 2015 U.S. Tech Choice StudySM focuses on the emerging and future technologies consumers would choose to purchase for their vehicle at a given price point. The study, conducted in two phases, utilizes the advanced statistical methodologies of Maximum Difference Scaling (MaxDiff) and Adaptive Choice Based Conjoint (ACBC) to measure preference for, and perceived value of, future and emerging technologies. To learn more about these methodologies, please watch this brief video clip.