Today, the vast majority of research on novel automotive user interface technologies is conducted in the lab, often using driving simulation. While such studies are important in early stages of the design process, we argue that ultimately studies need to be conducted in the real-world in order to investigate all aspects crucial for adoption of novel user interface technologies in commercial vehicles. In this paper, we present a case study that investigates introducing autostereoscopic 3D dashboards into cars. We report on studying this novel technology in the real world, validating and extending findings of prior simulator studies. Furthermore, we provide guidelines for practitioners and researchers to design and conduct real-world studies that minimize the risk for participants while at the same time yielding ecologically valid findings. Keywords Automotive UIs; real world study; stereoscopic 3D Categories and Subject Descriptors H.5.2 [Information interfaces and presentation (e.g....