Using semantic environment description as a tool to evaluate car interiors

The semantic environment description (SMB) is a structured method used for evaluating the impression of an architectural environment. The SMB-method measures the impression with eight factors: pleasantness, complexity, unity, potency, social status, enclosedness, affection and originality. The SMB-method is also a useful tool for measuring the impression of a vehicle interior since the method is easy to administrate, has high reliability and validity, is easily adaptable for cross cultural comparisons and provides useful knowledge for design, engineering and marketing. The purpose of the present study was to more deeply investigate the feasibility of the SMB method for measuring the impression of vehicle interiors and to compare customers' and Volvo employees' assessments. The present study confirms that the SMB-method is easy to administer. The method is useful, even though it is not optimized for vehicle environments. If complemented with qualitative techniques the SMB-method provides more interesting results. Volvo employees and customers assessed the vehicle interiors slightly different. Thus it is recommended to use customer's assessments to acquire useful results.