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Responding to
consumer needs.


Seeking to understand what a globally diverse base of consumers value in automotive interiors, enables us to turn insights gained from consumer research into innovative and competitive products.

Advanced consumer research method expanded our capability over traditional consumer research (such as focus group and sample survey). We developed our own unique way.

Consumer Research

We have the answer to today’s automotive storage requirements.
We listen closely to the customers of our customers, responding to their needs, understanding what they will need next, not only in the near future, but decades from now. We have a long-term, holistic view of the interiors of the future, driven by our unique consumer insights and ability to anticipate technological trends in every market across the globe.
Our storage solutions for floor consoles give automakers greater potential for differentiation and offers consumers convenient functionality.
We conducted research and looked at trends of how consumers store items in their vehicles as we developed this product.

Consumer research is helpful to analyze social, population and technology trends, and apply the trends to the automotive industry. We not only focus on current consumer groups, but also future potential groups.
At the same time, we study product sales influenced by brand perception, test feasibility of new concepts in future markets, and research for competitor vehicles in many price ranges. This helps us recognize the strong and weak points of automotive interiors.

Our consumer research includes:

  • Market trend research
  • Target group research
  • Brand perception research
  • Interior product analysis
  • New concept test research

A New Look For The Human/Vehicle Interface

As people spend more time in their vehicles, we spend more time on finding ways to help them manage functions that could otherwise be difficult to operate.

Yanfeng Automotive Interiors integrates the latest findings in the area of cognitive ergonomics into the product-development process. This way, our Human Factors Group can partner with our internal design teams early in the development process to build easy-to-use control elements that are simpler for consumers to understand and operate.

In addition, our usability studies help engineers identify and address sensory, cognitive, and physical attributes early on. Therefore products can reach the market sooner, at a lower cost, and without needing to be re-worked or re-developed.

​​The Human Factors Lab:

  • Applies user princ​​iples to concepts and prototypes to provide design teams with early feedback
  • Estimates levels of driver safety, comfort, and enjoyment
  • Coaches product design teams on product attributes and features that can influence driving performance and physical or mental well being