Top 5 Car Company
This strategic research project aimed at informing the design of next generation vehicles for this top 5 car company. Our client was targeting a midwest/heartland user segment. Results from my team's insights directed future vehicle development planning, marketing teams, industrial design teams and more.
Project Planning
Based on our client's market segment, my team selected specific locations based on income levels, city size, commute times, and lifestyle patterns.
Remote Research
We assigned diary entries to understand interviewee's weekly schedule and habits. These entries helped us select a subsegment of people for in-context interviews and provided specific areas of interest for more in-depth exploration.
In-context Research
We conducted multi-hour, deep research style interviews that included home visits, interview activities and ride alongs.
Synthesis
Good synthesis formulates "research inputs" or pain points into higher level insights, which unlock opportunity areas. These opportunity areas in turn inspire HMW's and concepts that often cannot be directly derived from "research inputs".
Client Workshop
Working with our clients input, I selected insights to craft a narrative that was tailored to deliver actionable inspiration to multiple teams within our client's company.
