The Automotive sector is undergoing a period of continuous evolution due to the fact that new technologies/opportunities (just to make an example, the transition towards the electrification of the vehicles) are arising or are already ongoing. For this reason, it is crucial to launch on the market a vehicle up-to-date under every aspect but, before all, with design and equipment “tailor-made” according to the feedback received by the customers, what is usually called the Voice Of Customer (VOC). In order to collect customer feedback, some techniques can be employed: the most widely used is the so-called Clinic test, a type of market research in which a precise target of customers has the opportunity to see in advance the new product during different stages of its development, with the aim to provide personal evaluations and opinions regarding it.