Who says data mining and analytics is boring – nothing but number crunching?

Honda doesn’t.

Honda R&D Europe plans to utilize information gleaned about its customers through SAS business analytics to design new motorcycles for European markets.

But nothing too wild – or illegal – despite what buyers and shoppers might really like.

“This intelligence will be used to help design innovative new motorcycles that meet the needs of the market while still complying with the safety, quality and reliability that have always distinguished the Honda brand,” SAS said in the announcement.

“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 also qualitative (such as judgments, values and preferences expressed by customers),” said Daniele Lucchesi, Market and Product Research Manager at Honda R&D Europe.

SAS Customer Intelligence software will be used to analyze and identify trends.

“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,” Lucchesi said. “We can create new motorcycle designs based on inspirations from the data.”

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