Results to inspire and drive women-focused design and product development PLYMOUTH, Mich., Aug. 27
PLYMOUTH, Mich., Aug. 27 /PRNewswire-FirstCall/ -- When choosing a
vehicle, women want design options that offer flexibility, allow them to
connect to the outside world and offer more storage space. These are some of
the key findings from a study conducted by Johnson Controls (NYSE: JCI) in the
United States and Europe, in response to the recent women-focused trends and
market indicators highlighting the increasing buying power of women. The
company will utilize the data to inspire and drive industrial design and new
product development that meets the evolving needs of women.
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"Today's women are more autonomous than ever before. As their lives
evolve, it's clear that their vehicles need to transform with them," said Bill
Fluharty, vice president, Global Research and Discovery. "The information
gained from this study will help provide the insight that is critical for
Johnson Controls to continue creating ingenious automotive interiors that meet
the changing needs of female consumers."
The results from both the United States and Europe were mostly similar.
Some research result highlights include:
-- Women are in transition -- whether a recent college graduate or a
retiree, transition resonated throughout the interviews. Women's life stages,
mind sets and responsibilities are evolving and their vehicles need to
transition to address these changes. From the working woman with her mobile
office to "mom's taxi service," vehicles need to be customized to offer
features and products that meet their expanding roles.
-- Women are connected -- women of all ages are incredibly connected to
technology and depend on the most recent technological advances to feel more
connected to their family and friends. For women, technology is more than
simply gadgetry and electronics -- it offers them the safety, security and
convenience they desire.
-- Women need more storage space -- women are creating their own storage
areas because their vehicles (across most segments) fail to provide them with
adequate space. In addition they would prefer to have reconfigurable storage
compartments that truly optimize available space.
-- Women need style -- the study revealed that women long for greater
style in their vehicles and miss the excitement of driving more "fun, non-mom"
vehicles.
-- Women are environmentally conscious -- women are looking for ways to be
environmentally friendly that are convenient to their lifestyle and sensitive
to their budget.
-- Women feel good in their car -- the vehicle provides a feeling of
safety and security, especially when they are alone in their vehicle. They
use their commute as a way to take a break and relax. Women have a lot of
personal items in their cars, which provide a feeling of being at home, and
they wish to have more possibilities to create their interior to get more of
the feeling of being at home.
To explore women's current values, motivations and concerns and to better
understand how the female perspective influences interior vehicle needs,
Johnson Controls conducted a qualitative research study. A multi-method
research approach of individual interviews, duo in-home interviews and focus
groups were conducted throughout Chicago, Boston, Germany and the Czech
Republic in the fall of 2007.
In addition to interior design insight, the information generated by this
study also helped identify and prioritize some of the key criteria that women
consider when purchasing a vehicle, including function, safety, style, gas
mileage and price.
Johnson Controls' Consumer Research Group utilizes advanced research
methods -- such as trend, target group, brand, product interior and concept
research -- to gain insight into consumer mindsets. The group then translates
the gathered market and consumer intelligence for designers and engineers to
create product developments that are targeted to the needs of the industry.
Johnson Controls (NYSE: JCI) is the global leader that brings ingenuity to
the places where people live, work and travel. By integrating technologies,
products and services, we create smart environments that redefine the
relationships between people and their surroundings. Our team of 140,000
employees creates a more comfortable, safe and sustainable world through our
products and services for more than 200 million vehicles, 12 million homes and
one million commercial buildings. Our commitment to sustainability drives our
environmental stewardship, good corporate citizenship in our workplaces and
communities, and the products and services we provide to customers. For
additional information, please visit http://www.johnsoncontrols.com/.
SOURCE Johnson Controls
