Society & Customer Research Group

Identify and understand both future customer needs and new market opportunities.

The Society & Technology Research Group and the Customer Research Center provide end-to-end research solutions from macro trend analysis to concept ideation to user testing.

Our iterative research process supports Mercedes-Benz engineering, design, marketing, and strategy teams in developing industry-leading products and services.

Ongoing research examines the impact of spatial geography, upscale demographics and consumer behavior on future mobility

“A good hockey player plays where the puck is. A great hockey player plays where the puck is going to be.” - Wayne Gretzky

By analyzing long-term, big-picture themes such as progressive luxury, sustainability and digital lifestyles, the Society & Technology Group delivers insight about forthcoming mobility changes and new market opportunities.

Using this approach in the forward-looking Silicon Valley environment since 1995 drives Mercedes-Benz’s continuous technology leadership.

Listening to customer feedback drives the next generation of vehicles

A deep understanding of the user experience is an essential step in designing great vehicles.

The Customer Research Center uses a wide range of methods including contextual interviews and simulator testing to enhance the acceptance and usability in passenger and commercial vehicles.

A glass ideation wall that is used in research, development and design

Join the Team and Drive the Future

See available openings

Society & Customer Research Group

309 N Pastoria Ave
Sunnyvale, CA 94085


Phone: (408) 991-6200

Society & Customer Research Group

4747 N Channel Ave
Portland, OR 97217


Phone: (408) 991-6200