Often, it’s a business’s research and development activities that provide answers to the above questions (and many more) that can literally determine if a company is a success or a failure. Take the case of Ford. Never has the automobile industry been more competitive than it is today. Ford competes with GeneralMotors, Toyota, Chrysler, Nissan, Honda, Testla, and other automobile companies. While there are competitors, most people recognize the name Ford and the Ford emblem on the front of the automobiles they manufacture. And some car enthusiasts may be so familiar with the brand that they recognize and are able to name the different Ford models. What few people don’t realize is how much planning goes into developing and manufacturing each and every Ford vehicle to make sure that it appeals to customers of all ages. That’s where research and development can help a company like Ford plan for the future.

Sheryl Connelly, Ford’s manager of global consumer trends—the company’s chief trend-watcher—has been studying consumer behavior worldwide, with an eye toward determining what consumers will want and need long before they know. By surveying consumers, and analyzing emerging social trends, technological developments, political issues, environmental concerns, and economic changes, Connelly provides Ford with insights that shape and refine the company’s future automobiles. This same information helps the automobile manufacturer plan for production of new models in its manufacturing plants.

For example, when Connelly looked at technological trends, she found that medical advances are allowing seniors to lead active lifestyles far longer than ever before. Yet as they age, drivers will need vehicles with features that help them adapt to changes in their physical and mental capabilities. Based on Connelly’s conclusions, Ford is already adding features such as automated parking assistance systems and ergonomic seats that enable drivers—old and young—to stay safe and comfortable behind the wheel.

Another trend Connelly recently identified is growing demand for automobiles that are “more anticipatory and self-sufficient” in fulfilling consumers’ needs. Self-driving cars will do this by steering themselves and maintaining a safe distance between other vehicles, freeing drivers from having to concentrate on the road as they travel. The company is already planning for mass production of a self-driving car that will be available within a few years at a price people can afford. Ford is also working on a voice-command system that will allow drivers to handle specific tasks such as opening a garage door simply by speaking, instead of using their hands.

In addition, Connelly has noticed how many consumers are interested in environmental issues, such as conserving natural resources. Showcasing its sustainability initiatives, Ford looks carefully at its impact from raw materials to finished products and beyond. For example, the manufacturer is experimenting with ways to incorporate recycled materials as car parts.

Finally, Connelly’s research has revealed that buyers place a high value on product quality, versatility, and durability. Research shows that 76 percent of U.S. adults expect to keep and drive the same car for a decade or longer. As a result, Ford must be sure its cars, sport-utility vehicles, vans, and pickup trucks will deliver dependable transportation for years and years to first-time buyers, adults with families, seniors, and other consumer segments.

The information discovered by Ford’s research and development activities will determine the automobile of the future. And yet, it’s not enough to just know what customers will want when they purchase their next car. A successful automobile company like Ford must be able to transform innovative ideas into reality. It must also be able to design automobiles for future customers and then plan the manufacturing process that will produce automobiles that will make customers want to buy Ford instead of automobiles produced by other companies.

1.) Assume you are part of a Ford focus group. The interviewers are interested in your comments about what features you would like in your next automobile. Describe three features that you think they should incorporate in their future automobiles.

2.) Great ideas don’t automatically become a reality! Ideas must be transformed into actual products. How will the information discovered by Ford’s research and development activities affect Ford’s planning for production?

3.) Research indicates that customers are driving their cars longer and expect higher quality than ever before. What steps can Ford take to increase quality in its automobiles?