A decisive growth potential lies in emerging markets whose prospective buyers are less well known to many global car manufacturers at present. In emerging markets the basic socio-cultural environment for the formation of preferences with respect to cars often clearly differs from the conditions in other markets, thus the question as to the necessary localization of product offerings arises. Ethnographic research can gain crucial information about the regional diversity of client requirements. Two concrete case studies are provided.
To address the needs of the dynamic industry, automotive market researchers must bridge the traditional divide between 'qual' and 'quant' methods. The paper advocates mixed-model solutions that combine the strengths of both sets of methodologies for recruitment, data collection and data analysis. Employing 'computer-assisted in-depth interviews' (CA-IDI), a case study from the truck market illustrates how to design and drive a 'hybrid' research engine.
This paper will demonstrate how a comprehensive system of different market research study approaches can be used to gain in-depth insights into the complex phenomenon of a premium automotive brand. The complexity of brand research in the automotive market requires various research approaches. Within the brand intelligence framework these different approaches are integrated into what is essential to support identity-driven brand management: a holistic understanding of the brand and of the instruments to steer it.
This paper explores the viability of Hispanic youth as a target market segment for the North American Automotive industry, and provides an understanding of the similarities and differences between this segment and North American youth in general. The report finds distinct differences between Hispanic and non-Hispanic youth in terms of preferences and behaviour for Automotive and Media products. It concludes that while distinct differences exist, there are also many similarities and that targeting this growing and potentially lucrative demographic is important and may not be too expensive or difficult.