Customers with
different levels of innovativeness were taken into account
as potential targets for producer–customer collaboration in
developing the infotainment systems: Highly innovative insiders were supposed to provide valuable inspiration for
the creation of infotainment visions. Early adopters of
high-end infotainment systems including functionalities
like navigation, telematics, and voice control were assumed
to give valuable input for creating promising variations of
virtual product concepts and evaluating the recently
launched telematics offerings. Heavy users in the low-end
segment would give insights in weaknesses of the current
product performance as a starting point for system
improvements relevant for the next generation systems.
The Virtual Lab included different development tasks
emphasising different attributes of online customers
simultaneously.