Understanding light. A study on the perceived quality of car exterior lighting and interior illumination

Paper in proceeding, 2020

Illumination, or lighting, is one of the complex product attributes that significantly influences the perception of any motor vehicle. Car manufacturers are aiming to create a meaningful experience induced by the vehicle’s lighting. This study seeks a deeper understanding of customer preferences regarding the perceived quality of illumination. We applied the Perceived Quality Attributes Importance Ranking (PQAIR) methodology to understand the importance of perceived quality attributes related to the lighting perception. The approach was tested on 79 respondents and was performed in collaboration with China Euro Vehicle Technology (CEVT). Our results contribute to the effectiveness of the design processes in the early product development phases.