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I am a researcher, but I will be the first to admit that research has a time and a place.
According to this article, GM based the design of the interior in upcoming Silverado on what consumers told them in clinic research.
This is a trap I have seen automakers fall into over the years: when it comes to functions that require a high degree of imagination, like styling, advertising, or even unique innovations, consumers are not well positioned to tell automakers what to do. Consumers can only react to things that already exist.
When I see research being used to drive a creative function like design, what it really says is either that the organization has no leadership capable of providing a styling vision, or that top management does not trust its own designers.
Sometimes automakers use research as a crutch instead of as a tool.
Did Chevy move needle enough with '19 Silverado?
According to this article, GM based the design of the interior in upcoming Silverado on what consumers told them in clinic research.
This is a trap I have seen automakers fall into over the years: when it comes to functions that require a high degree of imagination, like styling, advertising, or even unique innovations, consumers are not well positioned to tell automakers what to do. Consumers can only react to things that already exist.
When I see research being used to drive a creative function like design, what it really says is either that the organization has no leadership capable of providing a styling vision, or that top management does not trust its own designers.
Sometimes automakers use research as a crutch instead of as a tool.
Did Chevy move needle enough with '19 Silverado?