Human-centred design as part of measuring automotive perceived quality - Extending the product impact model

Perceived Quality (PQ) is the current battle-ground for automotive manufacturers. It is accepted that most vehicles today are of an appropriate inherent and measureable product quality, so the current competitive edge is sought in tangible, demonstrable Perceived Quality. PQ is directly related to Design and Emotion; the latter is a component in understanding why customers make purchases. Current, mostly commercial measures do not take into account all aspects of a purchase decision based on PQ. This paper looks at a wealth of previous research on PQ and proposes a new framework, building upon recent research looking at product impact, centred upon humans, developed by Delft University. The perception of quality is personal and potentially very different for each consumer, so this paper sets out to understand how PQ is currently measured in the industry, as what is measured can surely be controlled, so manufacturers should welcome an improvement upon current measures of PQ. The Product Impact Model makes it possible to access a real-Time view of PQ from customers at points of sale, automotive shows, etc. Data gathered via this method will contribute to a better understanding of PQ, including how to measure and control it.