Evaluating automotive sound quality : the disconnect between market research and structured evaluations

Understanding how customers evaluate product attributes is a vital part of New Product Development (NPD). Vehicles in particular have many attributes which can contribute to a positive perception of the vehicle and its brand. The attribute of vehicle Sound Quality (SQ) is particularly important and automotive Original Equipment Manufacturers (OEMs) employ a variety of techniques to collect customers’ subjective evaluations of SQ in NPD, both during product development and after purchase. There are two main techniques for collecting customers’ subjective evaluations: structured evaluations and market research. Structured evaluations are conducted in controlled experimental conditions. This allows engineers to set targets for the design of automotive SQ for new vehicles. Market research on the other hand, is carried out in an unstructured manner, and does not inform engineers of the underlying criteria vehicle owners use to evaluate vehicle SQ. Nevertheless, market research can be influential for attracting new customers, therefore it is important for OEMs to achieve favourable ratings. However, it is currently not understood how market research methods compare to structured evaluations for automotive SQ, which leads to low confidence in interpreting customer data. A preliminary study examined customer data issues facing an automotive OEM and confirmed the need to further understand vehicle owners’ decision-making and behaviour in evaluations. Therefore, this research aims to answer the question, how do the decision-making criteria used by assessors compare between market research techniques and structured evaluations? By adopting a psychological approach, a second study was conducted to examine customers’ decisionmaking in automotive SQ structured evaluations and in a market research survey. Verbal Protocols were used as the primary data collection method. The second study identified four decision-making criteria which were used by assessors when evaluating automotive SQ in a listening room structured evaluation and a market research survey. The criteria were classified into 1) behavioural scenarios, 2) attribute criteria, 3) comparisons and 4) expectations. An Odds Ratio showed vehicle owners in a market research setting were twice as likely to use behavioural scenarios in comparison to a structured evaluation. Vehicle owners in the structured evaluation, made more comparisons to specific stimuli that were experienced and focussed on the sound stimulus presented as opposed to behavioural scenarios. A third study investigated customer decision-making in an interactive vehicle simulator, which was most representative of real-life driving. Behavioural scenarios were used by vehicle owners, in a similar frequency as those in a market research survey, which validates the usage of simulators in NPD. Simulators are therefore important tools to help experts anticipate how vehicles will be evaluated in market research. This thesis provides experts with the knowledge of how vehicle owners evaluate their vehicles in market research surveys and as a result it can inform the design of structured evaluations, which occur earlier in NPD, before the post-purchase market research has taken place. This thesis demonstrates a behavioural disconnect between structured evaluations and market research techniques. It provides knowledge on the decision-making criteria which vehicle owners use to evaluate vehicle SQ in structured evaluations and market research. This knowledge can ultimately give engineers more confidence in interpreting customer data and the ability to better anticipate customer responses, through a better understanding of how vehicle owners evaluate vehicle SQ, rather than just knowing their preferences. It also validates the use of vehicle simulators in NPD

Informative Collision Warnings: Effect of Modality and Driver Age

Research has revealed that when drivers are presented with an informative tactile collision warning, they are able to produce faster braking reaction times (BRTs) which may potentially reduce the likelihood and severity of rear-end collisions. To expand on this research, we investigated the effectiveness of unimodal (tactile) and multisensory (audiotactile) informative collision warnings for younger and older drivers. In line with our previous results, driver BRTs were significantly faster when they were presented with an informative signal as compared to a non-informative signal and a control condition in which no warnings were presented. The results also revealed that the unimodal informative warning was just as effective as the multisensory warning. Intriguingly, older drivers exhibited faster BRTs than younger drivers, and were significantly faster following the presentation of multisensory warning signals. Finally, this study identifies the need to compare new configurations of informative tactile collision warning signals

Understanding consumer buying behaviour in times of panic : development of a relationship framework of influencing factors

Purpose With multiple global events causing major supply chain disruptions and turbulence, the availability and ease of access to certain products and services has been greatly affected. This in turn is seen to have a direct impact on the perceived scarcity of these products and services, which can result in an emotional buying decision. Accordingly, this research investigates changes regarding consumer buying behaviour in times of panic. The study aims to identify the main factors affecting panic buying decisions and develop a conceptual framework that models the relationship between the factors. Research Approach/Methodology A critical review of relevant literature is conducted that investigates the causal factors that influence consumer buying behaviour and patterns in times of crisis. The review focused on consumer buying behaviour literature that considered changes to demand patterns caused by perceived scarcity and/or emotion during times with evident supply chain disruption. Special focus was given to articles that covered or referred to the Covid-19 pandemic. Findings and Originality The study identified four main factors, namely: governmental policies, commercial policies, social influence, and social norm, that have a direct impact on emotions and perceived scarcity. The study defines each of these factors and analyses the strength of each of these factors as a causal influence on the consumers’ buying decision. A conceptual model is developed that integrates all four factors linked to perceived scarcity and emotions to panic buying. Research Impact The research builds on consumer buying behaviour literature and gives special focus to panic buying. A conceptual framework is presented that identified and developed a relationship between the main factors affecting consumer buying behaviour in times of panic. The model defines a cause-and-effect relationship that offers a better understanding of changes in demand patterns in times of supply chain disruption and turbulence. Practical Impact The conceptual model can be used by relevant departments in public and/or private sectors to better understand the effect of their policies on consumer buying behaviour. In turn this can assist in the development of fit for purpose policies that would mitigate potential negative effects of panic buying. Key Words Consumer behaviour, Panic buying, SC disruption, Perceived scarcity, Covid-19, Risk mitigatio

A hybrid forecasting model with logistic regression and neural networks for improving key performance indicators in supply chains

This study investigates the potential of predictive analytics in improving Key Performance Indicators (KPIs) forecasting by leveraging Lean implementation data in supply chain enterprises. A novel methodology is proposed, incorporating two key enhancements: using Lean maturity assessments as a new data source and developing a hybrid forecasting model combining Logistic regression and Neural Network techniques. The proposed methodology is evaluated through a comprehensive empirical study involving 30 teams in a large supply chain company, revealing notable improvements in forecasting accuracy. Compared to a baseline scenario without process improvement data, the new methodology achieves an enhanced accuracy score by 17% and an improved F1 score by 13 %. These findings highlight the benefits of integrating Lean maturity assessments and adopting a hybrid forecasting model, contributing to the advancement of supply chain analytics. By incorporating lean maturity assessments, the forecasting process is enhanced, providing a deeper comprehension of the underlying Lean framework and the impact of its elements on supply chain performance. Additionally, adopting a hybrid model aligns with current best practices in forecasting, allowing for the utilisation of various techniques to optimise KPI prediction accuracy while leveraging their respective strengths

Cultural influence on lean six sigma maturity assessments

This paper explores the impact of national culture on the maturity of Lean Six Sigma (LSS) implementation in a large manufacturing company. This study compares LSS maturity assessments in teams from Singapore and the USA, which have different national cultures but similar working conditions. The study investigates the relationship between LSS maturity and business performance in different cultures using Fisher’s exact test. The results indicate that Singapore's LSS maturity scores have an effect on their business performance, while the data from the USA has no statistically significant relationship between LSS maturity and performance. The findings suggest that national culture is an important factor in the success of LSS implementation, highlighting the need for organisations to consider cultural differences when developing and implementing LSS strategies. The current findings are in opposition to several prior investigations that state the influence of national cultures on LSS to be negligible. In contrast, the present study's results are consistent with a multitude of research on Total Quality Management (TQM), which demonstrates that national culture indeed exerts a considerable impact on the process improvement framework. This research provides valuable insights for the manufacturing field, contributing to the growing body of knowledge on the influence of culture on process improvement initiatives

Using data analytics to explore opportunities of Lean assessments

The suitability of statistical analysis of Lean maturity assessments to generate business value is reviewed. A case study is conducted on a large supply chain company. The relationship between the Lean maturity assessment scores and business performance is explored using Fisher's exact test. The effect size was also reviewed using Cramer's V. The insights of the analysis were shown to the company. They used the results to fund further investment in Lean in the business. The results demonstrated that Lean assessment data can be used for analytics to generate business value. The research provides a new perspective on the Lean qualitative measures and opportunities from statistical analysis

Barriers to the implementation of 4PL in developing countries

Purpose: Fourth-Party Logistics (4PL) involves sharing non-core activities with an external service provider, which can bring about a variety of benefits for the outsourcer. However, there can be a variety of constraints identified from the mini-cases e.g., stagnant management, resistance to change, and a lack of knowledge. These barriers may have a greater weighting if the 4PL concept is implemented in an emerging economy. Therefore, it is crucial to identify which barriers are present for adopting 4PL in developing countries, and then to consider initiatives to overcome these. Methodology: First, a literature review containing best practices of 4PL in countries across Asia and Europe is presented. Qualitative findings through a series of interviews with specialists were analysed, discussed, and compared with recommendations/existing practices from other developing countries, and then were cross-checked by a specialist using 4PL in Europe. Findings: As a result of our interviews, we identified several managerial barriers in the implementation of the 4PL concept. Originality: The literature review has shown that there is a lack of qualitative research regarding the use of 4PL in developing countries. Therefore, the impact of the results of this paper can be vital for academic knowledge. Firs

Physiological responses to and subjective estimates of soundscape elements

Soundscapes provide complex auditory experiences with emotional content, but there are few and limited objective tools available to investigate the relative benefits of soundscape elements. As part of the Positive Soundscapes (UK) project, the effects of individual soundscape elements on the subjective assessment of pleasantness and arousal were compared with associated physiological responses: Heart Rate (HR), Respiratory Rate (RR) and forehead electromyography (EMG) levels. Eighty subjects listened to 18 × 8 s sound-clips from soundscapes. HR, RR and EMG were recorded and the subjective pleasantness and arousal were assessed on 9 point scales. The data were analysed via a linear mixed-model ANOVA. Listening to sound-clips lowered HR slightly but significantly. Male subjects had significantly lower HR before and during sound-clips than female subjects. More unpleasant sound-clips caused larger falls in HR, which was greater in males. Listening to a sound-clip raised RR slightly but significantly. The more pleasant the sound-clip was judged the greater was the rise in RR. This direct relationship between pleasantness and RR response was greater in males. The EMG tended to be raised by unpleasant sound-clips, in both males and females. Distinctive relationships were found between physiological measurements and the subjective estimates of the pleasantness of the presented sound-clips