Product positioning clinic
THE Situation
A leading vehicle manufacturer wanted to understand the potential impact on the market and brand of introducing a new lifestyle model. The model would take the product offer into new territory for the brand, and we were tasked with helping them on a very limited budget.
The approach
To gain the deepest possible feedback while still providing solid statistics for engineers and designers to work with, a semi-qualitative clinic was proposed. This could provide a sufficient quantitative sample for basic analysis as well as detailed, segment by segment qualitative feedback.
40 respondents were invited to extended qualitative sessions where quantitative responses were recorded during a group exercise. Respondents were screened to ensure they had no previous research experience, and all sessions were completed within two days to minimise cost.
the outcome
We were able to show the client that the new product would be seen as a ‘second’ vehicle, suited to weekend activities and special occasions.
This armed our client with the insight to identify key areas for improvement on the product pre-launch, particularly regarding packages and finishes.
Ultimately, they claimed a new premium position with a halo product and planned a limited edition Special. They were also able to confirm their broad pricing approach and plan distribution.