Automotive Research
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Automotive Experience Research

eye square offers UX optimisation and consulting for the automotive industry for over 10 years. psychological know-how and latest methods are combined to offer best insights for various product and scenarios. Our implicit methods are specifically adapted for the automotive world.

eye square’s consultants are experts in


  • Driver Distraction
  • Interface Design and Testing
  • Connected Car
  • Showroom Experience
  • Virtual Reality
  • ISO 14007 norm

Set yourself apart from your competitors with emotional product differentiation

Driver distraction and interface research

Measuring and choosing valid methods is important, when testing products, that will be used inside a car. Adapting our eye-tracking systems to the ISO 14007 norm as well as measuring cognitive load to model the driver’s level of distraction while driving in the simulator or on the real world, brings methods and methodological know-how together.

Voice User Interface

Voice User Interfaces should be:


HUMAN  – the system should support natural language
ADAPTABLE – should be adapting to the user in psychological aspects
SENSITIVE – cognitive and emotional states should be acknowledged
COMPATIBLE – system should be up to date and provide connectivity to external devices

Connected Car

Connected Car changes the Customer Experience.
The car becomes a new touchpoint – connecting with the world and the internet of things.


Development cycles and updates change

Mobile OS: every year
Cars: Every 4 years
Luxury Cars: 8-10 years


Seamless Integration
Features have to be adapted and tested to be compatible with all platforms
Frequent Remote Upgrades is what customers expect


Data Security
Transparency about all recorded and saved data
Opt-In gives customers trust and the feeling of control
Trust in anonymization is an important factor concerning GPS and behavioral data

In-Car research kit

Case Study – Car Brands in China

Case Study – Voice User Interfaces

Please send me the automotive UX case studies

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The UX product(s) of interest (required)

Usability TestUX Quick CheckOnline Usability TestUser-Centered DesignProduct HealthAutomotive ResearchPharma and HealthcareStartup UXITX

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