Abstract
The literature review conducted on various automotive seat comfort item questionnaires indicated that an in depth research of automotive seat comfort descriptors derived with native speakers of English language was lacking. This paper tries to improve the identification and analysis of how a “holistic automotive seat comfort experience” is constructed by the consumers enabling an insight in to how the concept is imagined and retrospectively categorized by the end users. In total 28 people (14 female, 14 male) were selected to participate in the research. The study attempted to identify the frequently utilized descriptors by end users and the structure of the construct with card sort data. The results were analyzed using xSort software application, treated with R package for structure detection and interpreted with the utilization of the category labels where three major dimensions were identified as: Visual Impression & Aesthetical Appearance Design, Safety & Design Functionality and Feelings & Well-being.
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