What it takes to make tire data useful to non-engineers

For all the engineering that takes place at the Treadwell Research Park (TRP), Discount Tire's chief product and technical officer John Baldwin told SAE Media that there's actually something akin to magic in the way giga-reams of test data are converted into information non-engineers can usefully understand.

TRP is where Discount Tire generates data used by the algorithms behind its Treadwell tire shopping guide. The consumer-facing Treadwell tool, available in an app, a website and in stores, provides tire shoppers with personalized, simple-to-understand recommendations that are mostly based on a five-star scale. Discount Tire and its partners have tested over 20,000 SKUs, representing 500 to 1000 different types of tires over the years, Baldwin said, including variants and updates. Testing a tire to discover it has an 8.2 rolling resistance coefficient is one thing. The trick is finding a way to explain it to someone standing in a tire shop.