Research Objective
- Consumer Insights
- What does luxury mean
- Lifestyle – Shopping & preferred brands, Travel Destinations, Leisure activities
- Other vehicles in household
- Purchase Behaviour
- Benefit expectations laddering: Functional, emotional & self expressive
- Vehicle purchase process: Decision making till actual purchase
- Key selection factors for vehicle choice (Importance hierarchy) – Enablers to success
- Brand Perceptions
- Brand grouping exercise – Perceived competitive set & positioning
- Satisfaction with own vehicle
- Relative brand perceptions
- Animal metaphors / role models & brand metaphors / mood while driving
- Appeals to (emotional mind or rational mind)
- Product strengths & weaknesses
- Power / performance / safety / cost of ownership / resale value
- Brand personality
- Brand architecture
Research Design
- Exploratory qualitative research.
- Combination of focus group discussions and individual depth interviews.
- Wide range of topics covering consumer lifestyle, product usage, purchase process and brand perceptions.
- Extensive use of projective techniques to elicit maximum insights and spontaneous comments; uncover subliminal motivators & barriers.
- Generate a comprehensive list of attributes with respect to strengths and weaknesses with the product and brand.
- Validated later through a follow on quantitative research.
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