Quantifying Customer Preferences for Active Haptic Feedback in Automotive Steering Wheel Control Buttons

Control elements with active haptic feedback have become established in modern automotive user interfaces, but numerous media reports and studies indicate customer dissatisfaction with the current design. To investigate the customer preference that has not been well-characterized so far and to deduce whether differences in preference can be linked to a driving task or customer attributes, a Preliminary-Study with adjective rating, an Expert-Study with pairwise comparison, and a Customer-Study with an additional real driving task were conducted. The results show different customer preference groups, with the vast majority favoring short haptic feedback within 13.6 ms and 20.6 ms length. A driving task does not influence preference, nor is the preference affected by attributes such as gender, age, or thumb size. These findings can be used to optimize active haptic feedback according to customer preferences. As a result, well-designed haptics can increase customer satisfaction and the perceived value of automotive controls.