Ford is working with new measurement methods and high-tech tools to learn more about how customers visually discover new vehicles.
Data collected in Ford's experimental research is guiding the carmaker's design team to shape the best customer experience possible by collecting both emotional and logical buyer insights. Ford's new techniques include eye tracking, the measurement of where eyesight lingers most, and biometrics.
Research shows that a great-looking interior design can attract new buyers, but if that design doesn't accommodate different customer needs, it can be a less satisfying experience. Research will continue to happen up front, while responses to colour, materials, and any other critical elements will continue to be assessed through customer clinics at a later stage of the process.
Raj Nair, group vice president of global product development at Ford, said: "Vehicle interiors have witnessed one of the biggest evolutions across the history of cars in recent years.
"Not only have we introduced a great deal of useful new technology into our cars and trucks, we are consistently adding better materials, improved design and increased features across the board, from high-end vehicles to entry-level segments. All of this leads to a focus on design languages that not only convey the right messages, but deliver on an enhanced user experience."
Ford followed a similar approach when designing the interior of the new two-door supercar - the Ford GT - that serves as a technology showcase for top EcoBoost performance, aerodynamics and lightweight carbon fibre construction.
The main components of the Ford GT interior were identified before the design was pushed forward, introducing new guiding principles and design solutions.
Moray Callum, vice president of design at Ford, added: "Over the past few years, we have gained some incredible momentum with our designs. As we move forward, we need to build on and evolve what we have achieved so far to continue to deliver exciting and fresh solutions. The interior design of the Ford GT builds on existing DNA and pushes it forward."