Capturing the Customer Experience Culture of High-End Motorcycle Helmets Through the Cyberspace

The demand for premium full-face helmets is growing. To win the market, the pace of product development has to match the rapid change of customers’ culture. As technologies are reshaping the ways we work, studying customer experience is no longer restricted to the real world. To this end, this research demonstrates the collection of data in and through the cyberspace to gain insight on customer experience culture: (1) helmet online reviews; (2) subject matter expert interviews through the web. We performed two consecutive studies: (1) analyzing 15-month online reviews to identify critical customer values and (2) conducting online semi-structured interviews with two domain experts to obtain a comprehensive understanding of the identified customer values. Results showed that collecting data in and through the cyberspace was effective in identifying customer experience culture. Customers of premium full-face helmets cared more about the comfort, the noise deduction, and the usability issues when wearing helmets. The outcomes of the study provide insight on conducting remote user experience studies via the cyberspace.