As part of a large international overview of utility and pick up vehicles, the client needed to understand the local Australian market, in much more depth. The hypothesis was that the Australian market was similar to the US or even Asian markets.
Explorative research was conducted to enable the client to get a clear picture for future product development and marketing.
The Australian market is very different to other markets within the region.
As such a complex, mixed methodology approach was required, among buyers and dealers, and within a tight timeframe.
Multi-stage approach:
Extensive focus groups held in Brisbane and Sydney with buyers of vehicles.
Online homework task, prior to ethnographies with buyers:
Face-to-face interviews with dealers.
We provided an in-depth understanding of the cultural aspects and history of utility vehicles and pick-up trucks in Australia.
Clear portraits of buyers and dealers were developed, including their pain-points, challenges, needs and aspirations.
The research guided strategic plans for product development and communication
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