Industry Focus

The Implications for Qualitative Researchers as Tesla Disrupts the Automotive Industry

Tesla has disrupted the automotive industry with innovations in vehicle connectivity, autonomy, sharing, and electrification. Feature editor Tom Neveril explains how this has sparked an industry-wide wave of innovation initiatives, and suggests qualitative researchers re-think traditional automotive study approaches and adopt more agile, iterative explorations that focus on the impact of new technologies on customer lifestyles. Several industry-leading automotive researchers share their views on the essential methods and skills needed to successfully conduct automotive research. […]