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Audi: Mapping Driver Emotion To Optimize Pre‑Purchase, Ownership, and Service
The Challenge
Audi needed real-time visibility into how shoppers and owners felt across the end‑to‑end experience—from online research and showroom visits to delivery, daily use, software updates, and service. Traditional research couldn’t keep pace with model launches, EV adoption, and connected-car expectations, leaving friction in pricing transparency, test‑drive scheduling, charging, and service coordination.
What We Built
We quantified friction via a Consumer Experience Friction Index (CxFi) weighted by frequency, reach, and engagement.
Our Solution
We deployed Lyrical sentiment and journey‑mapping engines to turn unsolicited conversations into action. We analyzed 95,000+ narratives across social, forums, dealer reviews, service chats, app store feedback, and owner clubs—mapping emotion across four stages: Discovery, Purchase, Ownership, and Service. We quantified friction via a Consumer Experience Friction Index (CxFi) weighted by frequency, reach, and engagement.
The Results
Audi results go here.
Identified Major Friction Points
Emotional Hotspots Uncovered
Strong positives clustered around quattro handling, design minimalism, interior quality, and quiet EV ride; frustrations peaked around OTA update timing, feature education (ADAS, infotainment), and inconsistent dealer experiences.
Hidden Brand Equity Discovered
“Heritage performance” and “future-forward tech” emerged as potent dual themes—owners responded to content that connects motorsport pedigree with intuitive software and EV innovation.
Strategic Recommendations Delivered
Journey simplification (live pricing ranges, instant test‑drive slots, digital finance pre‑qualification), charger partnerships and dynamic routing, proactive service (predictive maintenance, loaner guarantees), and feature education (short tutorials pushed post‑delivery, ADAS confidence modules). Post‑campaign results: +19% lead‑to‑test‑drive conversion, +24% app engagement on EV features, +17% lift in service satisfaction (NPS).
Why This Approach Works
Surveys reveal what people say; unsolicited narratives reveal what they feel. By analyzing 95,000+ authentic conversations, Audi gets behavioral truth fast—fueling product storytelling, retail operations, and EV/service experiences that move with driver expectations and reduce friction where it matters.