Accurate and consistent measurement of consumer preferences is critical to world-class automotive product development. Various aspects of ergonomics such as reach, visibility, usability, feel are dependent on translating customer emotions into firm, repeatable metrics. Rating scales (such as adjective, continuous, logarithmic) are used to measure these complex attitudes. It is essential the correct rating scale and appropriate analysis methods are used to capture these attitudes. Previous psychology research has been conducted on the performance of different rating scales discussing their reliability and validity for various applications. This paper will summarize past research and discuss the use of rating scale specific to vehicle ergonomics. It will also analyze the correlation of the seven-point adjective rating scale to other usability metrics of in – vehicle interfaces.