Market acceptance study for upcoming models of a leading passenger vehicle manufacturer
Our client, a leading passenger vehicle manufacturer, wanted to assess the new model acceptance in 4 different segments including features, concept evaluation, and recommend go/ no-go for each. And help its R&D team understand the market acceptance of four new models in various segments (Compact, Hatchback, Sedan and SUV).
We prepared a detailed customer profiling based on demographics, generation gaps, lifestyle, usage pattern, future requirements etc. And conducted in-depth interviews with selected car owners, industry experts/ lifestyle bloggers to understand the changing consumer preference. We also conducted 20+ focus group discussions for different segments to evaluate the concept acceptance along with price vs features matrix.
The findings and recommendation from the engagement were used by the client to evaluate the concept design and acceptance in the Indian market for all 4 segments.