The decision
Which engineered soundscape should replace engine noise, for pedestrians who need warning and drivers who need comfort?
The evidence
Implicit and behavioral testing against a combustion-engine benchmark. The winning sound matched or exceeded it on pedestrian awareness and driver experience.
The outcome
Canto shipped. The program won the 19th Annual EXPLOR Award from the Corporate Researchers Council.
- Client
- Nissan
- Method
- Implicit + behavioral testing
- Benchmark
- Combustion engine
- Recognition
- 19th Annual EXPLOR Award
The full story
Electric vehicles are nearly silent, and silence reads as premium inside the cabin and as danger outside it. Nissan needed a sound engineered for both audiences rather than inherited from a combustion engine.
Candidate soundscapes were measured, not judged. Testing read pedestrian awareness and driver experience implicitly and behaviorally against the combustion-engine benchmark, and the evidence chose the winner.
★
19th Annual EXPLOR Award
Corporate Researchers Council, now the Insights Association