Answering the challenge

I designed a comprehensive research methodology that combined subjective testing and objective data measurement to create a driving DNA map that translated abstract brand characteristics into specific, measurable attributes. the key stages:

Attribution Identifying key driving attributes that could represent the brand characteristics.
Quantification Designing metrics for each attribute to ensure they are objectively measurable.
Correlation Finding correlations between brand characteristics and product attributes and features.
Validation Creating tests to measure attributes in real-world scenarios with robot and human drivers.

We first conducted workshops with Nissan’s brand team and surveyed key stakeholders to define core brand characteristics and then conducted in-depth workshops with key members from marketing, product, design, and engineering departments. Each workshops looked to capture a holistic understanding of the core values and their characteristics. To complement the workshops, we conduct designed to gather more diverse perspectives on what makes the brand unique and how it should be experienced as the driving experience. With the insights gathered from the workshops and surveys, we then translated these abstract brand characteristics into specific, measurable driving attributes.

Steering Reflecting the brand’s emphasis on precision.
Braking Embodying the brands safety and reliability.
Smoothness Personifying Nissan Intelligent Mobility,
Acceleration Highlighting a commitment to performance.
Stability Conveying the brands confidence and control.

Validation needed

With brand characteristics and driving attributes correlated, we began testing at an AB Dynamics test track using both the AB Dynamics and Affectiva’s tracking technology. We employed robot drivers for controlled quantitative insights and concurrently, human drivers for subjective insights into the real-world driving experience. AI further enriched the collected data, analyzing the emotional responses of human drivers - and allowing us to adjust the driving dynamics to evoke the desired emotional connections. This testing process enabled us to iteratively refine the driving DNA map, ensuring the vehicles consistently reflected Nissan’s brand characteristics.

Results and impact

This holistic approach ensured that the vehicles reflected the Nissan’s brand character, that vehicles could be adapted to meet specific market needs. By fostering emotional connections with the vehicles attributes, existing vehicles and significant implications for designing new vehicles.

The driving DNA map provides a clear framework for integrating brand characteristics into new models from the outset. This ensures that each vehicle not only meets performance and market requirements but also delivers a experience that aligns with Nissan’s brand values. The continuous feedback loop of objective data, subjective feedback, and emotional analysis able to guide future designs, maintaining consistency and innovation across the entire vehicle lineup.

Results and impact

I love this project because it taught me the art of integrating subjective perceptions with objective data. I have a passion for both, and being able to translate abstract characteristics into measurable attributes required me to leave conventional research methods at the door. I found it liberating not to be constrained and to have the opportunity to balance intuition with data. However, this approach also came with its share of risk and uncertainty regarding the validity of the process (I had a few sleepless nights), which was a learning experience. Next time I need to trust my instinct more I think.