Perceptual Roadmaps

Product Experience as a Blueprint Match to Lifestyle and Values

Our dual approach, Psychological Morphology plus Design Analysis is a proven, efficient instrument to provide solid and sophisticated answers to the issues of product design, consumer and brand.

Each design comes to life through the product’s actual concrete usage experience.

We can tangibly point out what effects design causes, which effects are strategically decisive and where exactly in the product core issues are present.

How it works: for example with respondents actually in the cars conclude what an armrest does with their arm; the steering to their hands; the smells to the feeling at home and what these relationships mean with the brand. The respondents experience all these details around the product, down to the smallest component – just more or less explicitly. Methodologically conducted interviews open the access; words, gestures and physical expressions can convey what is actually going on.

In this way the vehicle becomes understood in-depth, this works like a tangible, sensorial and motive-directed roadmap, which is organized and controlled. Should interiors be designed as living rooms or should they sensorially convey speed and mobility? Should solid layering promise stable progress or should abrupt transitions such as in a BMW 3er center console convey tension and drama? Some drivers can’t take such design tensions, but other driver types thrive on it.

No matter what, all these issues can be processed as a perceptual roadmap. These are among our core competencies.

Just as single features and atmosphere strive to work with the brand image, so must on a larger scale the overall product concept also match the brand. For example with autos, how well do VW with luxury class; or BMW or Porsche with vans go together?

Surrounding this, you can further explore the motives determining how a specific product design functions in the daily usage scenario, and which benefits it’s able to bring along and not.

Our work for product development and marketing covers the whole research spectrum. From the smallest details of the sensorial-tangible product design dimension, usage and usage motivations, brand positioning to storytelling concept evaluations.