CATEGORY: Product development
- CHALLENGE: Understanding uses and habits of owners of luxury vehicles and identifying relevant elements of design for a new model.
- STRATEGY: Focus groups and dyads were conducted with owners, family members and friends in an automotive clinic that included the assessment of different vehicle models. Participants also completed diaries about life style and a quantitative questionnaire.
- RESULT: The study enabled the understanding of important attributes for the client’s target audience in the design of a new proposed model for the brand, taking into account issues of design, functionality and performance.