J.D. Power to Release New Tech Experience Index (TXI) Study to Analyze Consumer Expectations on Vehicle Technology
Over the past several years, the automotive industry has greatly improved traditional quality measures, effectively reducing the occurrence of product defects and malfunctions during the consumer’s initial vehicle ownership period. While these improvements have been applied in nearly all areas of the vehicle ownership experience, some areas are becoming more problematic—specifically those associated with the integration and use of new features and technologies. Those problems typically don’t relate to defects in the feature or technology, but to the way the technology is integrated and used—which is sometimes not in line with consumer expectations or preferences. This makes it imperative for automakers and suppliers to understand the entire vehicle user experience when integrating new technologies and features.
To help automakers understand consumer tastes and expectations regarding vehicle technology, J.D. Power will publish a new study—the 2016 U.S. Tech Experience Index (TXI) Study—on Wednesday, September 28. The study is a descendant of the 2015 Driver Interactive Vehicle Experience (DrIVE) Report, but is more comprehensive and informative.
The TXI Study introduces the Tech Experience Index, which measures consumers’ experiences, usage, and interaction with driver-centric vehicle technology after 90 days of ownership, and provides an understanding of opportunities for minimizing the gap between consumer experience and execution. This index provides an understanding of opportunities for minimizing the gap between consumer experience and execution.
The study provides access to the information necessary to:
- Evaluate usage frequency and interaction experience with driver-centric technology
- Determine consumer preference for redundant modality usage
- Evaluate consumer acceptance of technologies, such as advanced driver-assistance systems
- Understand missed opportunities and experiences to drive future product development
The model segmentation for the 2016 TXI Study is the same that is used for the 2016 U.S. Initial Quality Study (IQS) and 2016 U.S. Automotive Performance, Execution and Layout (APEAL) Study. Models are assigned to specific segments based on size, price, body style, vehicle dimensions, and cross-shopping data. In all, the study measures vehicles across 26 segments, which are condensed into eight super segments for award purposes.
The overall tech experience comprises collision protection, comfort and convenience, driver assistance, entertainment and connectivity, and navigation.