Telematics Update in Detroit Once Again Features Morpace

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By Bryan Krulikowski, Vice President

There’s little question that telematics is creating excitement among automotive consumers, and there is more buzz about in-vehicle connectivity systems than ever before.

With that in mind, Morpace co-hosted a panel of consumers at the Telematics Update – Detroit conference on June 3rd.  Working with SBD, an automotive technology consultant based in the United Kingdom, we recruited five owners of current generation in-vehicle connectivity systems as part of the panel. These consumers discussed their usage of the systems, their specific likes and dislikes of telematics features, and where they see the industry headed in the future.

As part of the discussion, Apple’s CarPlay and Android Auto were briefly discussed before the conversation shifted a bit to the announcement of an Apple Car that could debut as early as 2020.  While the majority of panelists did not consider an Apple Car as the next logical progression from iPhone to iPad to iMac, the youngest panelist, who was 26 years old, was quite excited about the idea, citing that an Apple Car built in cooperation with the right suppliers would be an easy sell for him.

Other insights included:

Consumers indicate that while they are satisfied with the capabilities of their system, the system alone will not determine the specific vehicle brand/model they purchase next

While the systems offer embedded navigation, some consumers use other methods (e.g., Smartphone apps) as their primary mapping device due to ease of use

Voice recognition is not a “must have” on current systems due to its inaccurate capture of commands; however, if improvements can be made to this feature, it will be a key driver for purchasing telematics systems in the future.

This is the second consecutive year that Morpace has hosted a consumer panel at the Telematics Update – Detroit show and we’re happy to be working with SBD to share the knowledge that we collectively have to offer.

We welcome any questions you have about automotive telematics and would be happy to share other industry trends and consumer insights that we have experienced firsthand. Contact me to learn more.


Morpace Marketing Meeting 2015: Reinvention

By Sabra Morman, Marketing Associate

Morpace recently held its annual Marketing Meeting where our top researchers and operational staff met to discuss current and future growth strategies for the company.

This year’s meeting was all about working “smarter” to build a better Morpace. As one of the fastest growing full-service global market research firms, we know that being innovative and always trying to reinvent ourselves is key to providing our clients with the best solutions to their business problems.

This year our global team met up near our headquarters in metro Detroit to present, discuss, and brainstorm on how we can work smarter as a company. Discussions included how we can be consultative for our clients, an overview of social media research trends, embracing change in the market research industry and more.Screen Shot 2015-03-31 at 4.00.36 PM
Detroit’s very own, Josh Linkner, a New York Times bestselling author, venture capitalist, and entrepreneur, joined us as keynote speaker. Bringing with him a toolkit of methods, wisdom and case studies, Josh encouraged our team to think creatively about reinvention. The goal is to help Morpace become faster, smarter, and even more innovative.

Giving us tips from his recent book “The Road To Reinvention: How to Drive Disruption and Accelerate Transformation,” Josh shared with Morpace his knowledge of entrepreneurship and disruptive innovation. Having been the founder and CEO of four high-tech companies he advisedScreen Shot 2015-03-31 at 4.00.56 PM us to take risks, embrace creativity and find new ways of solving client and internal challenges.

Linkner’s outside views provided a platform for our inside talent to re-evaluate and identify new ways to tackle the transformative and increasingly digital, automation driven landscape of the market research industry.