In this project we helped our client, a leading automotive supplier, identify user preferences and the willingsness to pay for different attributes of a digital assistant, which aims to support people in various tasks while driving the car. For instance, the system is able to provide personal briefings, manage the calendar, write text messages and navigate the driver to the next fuel station. We identify three customer segments which differ in terms of willingness to pay, risk tolerance or age. Alternative business models can increase overall turnover, such as advertising-based services. Since the system was in the early stage of development, our customer received advice regarding the most promising components and was able to allocate resources accordingly.