The Challenge
Helped one of the worlds largest car automotive manufacturers reimagine the world’s expereince inside an SUV
Smart Start
Mapped existing knowledge, identified knowledge gaps, and align on scope, focus areas, and action framework including recruiting specs and discussion guides.
Approach
Online Community &
Mobile Diaries
Engaged 80 consumers across China, Germany, and the UK through digital ethnographic-style immersions during which they document their lives as SUV owners and participated in daily mobile missions. We then got together for an Insight Storytelling workshop, to share insights and discuss learnings.
Global Ethnographies &
Expert Interviews
Enriched our understanding by selecting a subset of consumers to meet in person, immersing ourselves in their lives through observational ethnographies, and pairing these with learnings from expert interviews.
Insight & Opportunity Playbooks
Synthesized insights into a visually compelling format, to clearly articulate the pain points, needs, and insight platforms from which starter ideas will be developed by the engineering team.
A Key Insight
People spend a good deal of time in their vehicles when they're not driving - like waiting for kids, working between appointments, or going on family outings. These are times when they may want to get some work done or even take a nap, but their vehicle isn’t really designed for anything beyond driving.
The Outcome
We developed a unique playbook with a framework of consumer insight platforms and commercial sizing to drive innovation and design for engineers creating the future SUV experience.