Honda has switched on a business intelligence system from SAS, in a bid to better inform future design.

The company is set to use the analytics for its motorcycle production. Honda R&D Europe said it will use the system to help analyse customer preferences in the European market.

"We have collected a large amount of research data over the years that isn't just quantitative (such as sales performance and revenues or technical-motor patterns) but is also qualitative (such as judgments, values and preferences expressed by customers)," said Daniele Lucchesi, market and product research manager at Honda R&D Europe.

Honda plans to integrate all its data in a single environment and analyse it to identify trends.

"We're still in the beginning stages of implementation but initial results are encouraging," added Lucchesi.

"Data integration is in itself a considerable benefit because it provides fast access to information, regardless of format or system. We've saved time by producing automated reports to submit to headquarters but the most important value is the ability to interpret data, find correlations and make predictions of what our customers want."

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