Automobile manufacturer
Immersion Safari & In-Home Interviews
In-depth qualitative exploration of real-world usage contexts.
What it was about
A Japanese automaker set out to understand the lifestyles and mindset of young, postmodern families in order to lay the groundwork for designing an innovative electric family car that meets their needs.
Our solution
The study design involved a multi-stage recruitment process of 20 young postmodern families, through which 8 families were selected for in-home in-depth interviews. A multidisciplinary project team from the client’s Japanese headquarters participated in the interviews on-site in Berlin. The project team also took part in an immersion safari, which provided insights into the target group’s daily life and introduced them to specific locations where the target group spends their time. To ensure the segments can be used in future studies, we also defined "golden questions." This allows for segment assignment by answering just a few questions. All relevant data (such as media data and potential indicators) are permanently stored at the segment level in an online dashboard, making it easily accessible to stakeholders within the company.
The impact
In addition to gaining firsthand insight into the lives of the target group—which the Japanese project team was able to experience directly on-site in Berlin—the findings regarding the target group were summarized on-site, a mindset model was created, and the results were discussed in a workshop.The findings of the study served as a key building block for the development of a new electric car for young families.
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