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.
The Australian market is very different to other markets within the region. It has its own language, needs and target audiences. Cultural insight was critical to understanding the true nature of the market.
As such a complex, mixed methodology approach was required, among buyers and dealers, and within a tight timeframe. This involved ethnographic in home and online interactions, and focus groups with target audience as well as interviews with dealers.
We provided an in-depth understanding of the cultural aspects and history of utility vehicles and pick-up trucks in Australia. The research guided strategic plans for product development and communication
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