Automotive Case Study

Off the beaten track

Issue:

To provide insight for portfolio development our automotive client was looking to understand how vehicles are used and the extent vehicles are subjected to different road conditions.

Approach:

Qualitative and quantitative research was conducted with customers who own medium and large passenger vehicles including SUV’s. A combination of contextual enquiries, ride-alongs, diary completion and online surveys were used to establish driving behaviour and determine the extent to which consumers were driving on different road conditions, including unsealed roads.

Outcome:

The results of the research were used to help design and position new models to meet the needs of customers in the key target markets within Australia.

The research also allowed our client to uncover unmet needs which were incorporated into the creation of successful advertising messages and more effective direct communication via social media.

 

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