BMW Group x SCADpro
Project: BMW Group x SCADpro
Team: 15 students
Duration: 10 Weeks
BMW Group x SCADpro Project Brief
BMW Group reached out to SCADpro to collaborate on a research project that combined premium mobility, technology, and the aging demographic. BMW wanted to better understand its largest customer segment: luxury vehicle owners aged 60 years and older.
BMW must focus on not only understanding the mental, physical, and social limitations of this demographic but also the underlying motivations, influences, and needs for them as well. This includes how users interact with their family and friends, what they do in their spare time, and how they engage with technology. It is also important to note how technology influences their interactions with family, friends, and hobbies.
The goal of this collaboration was to gather primary research data and understand trends and habits in mobility, technology, and life throughout the aging demographic while also digging deeper to uncover their motivations, needs, and what truly influences their decisions.
Interviews
The SCADpro team organized and conducted interviews with people aged 55+. Questions were asked to allow interviewees to share stories and experiences that truly stood out. They were allowed to be structured or semi-structured and conducted one-on-one or in focus groups. Interviews were conducted over the phone, via Skype, or in-person.
Data Analysis
Our analysis began the same as traditional affinitizing by pulling important quotes and statements from our interviews and writing them on yellow Post-It notes. All data points were relevant to the two tasks at hand: mobility or technology or were a combination of both. We split our interviews and analyses into three separate phases, conducting interviews and synthesizing data in smaller rounds instead of affinitizing all of the data points during one session. Our data points were then organized into clusters, creating distinctive themes for each task. Once clusters were formed, our team organized them into insights, addressing key trends we noticed while organizing the data. Although affinitizing ends in writing out opportunities (in most cases, this is a green label (green Post-It), our team did not proceed to this step due to the nature of our project brief, which was to gather research and organize data for BMW Group.
Roles
1. Graphic design
2. Interviews
3. Research
4. Data analyst
BMW Group x SCADpro Process Book
