marketing-consulting Case Study

What Vehicle will the Urban Consumer Need in the future?

The Client's Situation

Traffic in a city

The Campaign

traffic in a city, sunset

Approach + Solution

To explore these questions in-depth and seek the answers, we chose to conduct both quantitative and qualitative techniques.

To explore these questions in-depth, Phoenix MI used both quantitative and qualitative techniques:

We first partnered with a ride-sharing service to incorporate the concept vehicle into their fleet. An online survey was conducted among vehicle users to understand their current transportation unmet needs and solutions, as well as their reaction and likelihood to use or purchase the concept vehicle.

We then recruited selected respondents from the survey to participate in focus groups. Our goal was to gain deeper insights and uncover why they reacted as they did to their usage along with their purchase consideration of the concept vehicle.

Finally, we recruited focus group participants to an ethnographic ride-along to further understand their likes and dislikes about the concept vehicle driving experience.

Results

We identified important vehicle positives and insights, which lead to product refinements.

Respondents comprised two very distinct groups – those who loved the concept vehicle and those who hated it. Concept fans widely preferred ride-sharing over a purchase.

The research identified several important positives about the vehicle (such as key usage occasions and maneuverability), as well as important insights into how consumers evaluated the vehicle for comfort and safety in an urban environment, which led to product refinements.

Our retention rates and lengths of engagement reflect our unwavering focus on surprising and delighting each and every customer, each and every time.
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