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In a moment of transition in technology and in the use of cars, new players appear on markets with established automotive manufacturers to offer innovative solutions. But how can you understand habits, preferences and values of new customers in order to make your new solutions more attractive? An Asian automotive company asked Experientia to explore the aesthetic tastes and mobility habits of European consumers developing evidence-based market segmentation.
3 things to know
Quali-quantitative study
By combining these two approaches, researchers could first explore and statistically validate the aesthetic preferences and trends through a large quantitative analysis, and then gain a deeper and more detailed understanding via a focused qualitative investigation.
Personas, scenarios and VLOGs
Quantitative survey and qualitative interviews categorized insights by assessing participants across dimensions like aesthetic taste, innovation openness, and choice drivers resulting in 12 personas. These personas were then linked to different scenarios, enabling a deeper exploration of individual attitudes and complexities. Additionally, 4 participants create 10-minute videos showcasing city life and aesthetics of 4 European cities, providing an intimate perspective on local culture and preferences.
Large scale investigation
The first part of the study was conducted on a large sample of participants across 10 European countries, while the second part involved a more detailed investigation in 4 of these countries conducted by local researchers. All the investigations were carried in the native language of each country.
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Context
A major Chinese auto manufacturer was looking to expand its presence in the European market. To achieve this, they have commissioned Experientia to conduct a comprehensive study that focuses on exploring evolving preferences and environmental influences that shape the future lifestyle and aesthetic trends of mature automobiles among Europeans.
Challenge
The objective was to achieve a comprehensive understanding of potential European customers, exploring differences rooted in demographics as encompassing cultural backgrounds and personal aesthetic values.
Research
The first project phase included a quantitative survey, conducted with 300 individuals each in 10 European countries The second phase comprised qualitative research involving 20 interviews with five participants from four countries, conducted in the local language and complemented with city tours to deepen understanding of local culture and environments. The survey and interviews explored users’ aesthetic preferences and daily experiences.
Design
The gathered data enabled valuable modeling for product design, resulting in 12 personas defined by aesthetic preferences for cars and everyday items, as well as by lifestyle, demographics, mobility and purchase habits. Six scenarios highlighted each personas’ motivations and concerns about cars, while four vlogs portrayed mobility experiences of vloggers in four cities. These vlogs served to provide an aesthetic representation of diverse neighborhoods within four European cities. The intention was to offer aesthetic evidence of the urban environments, with the specific purpose of informing the design of products that will be tailored for these markets.
Impact
The results will be the base to improve product offerings, and enhance marketing strategies.
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