For Toyota Motor Europe, the biggest challenge is capturing reliable consumersâ feedback in the beginning of the car development process before prototypes are build. As the first moments of exposure to a new car in the showroom are very impactful on the purchase decision, new car makes have to âfeel rightâ for consumers. The âGestaltâ of the new car has to fit and has to be relevant for consumers. Hence, the question is: how can you develop a new car that emotionally engages consumers and excites them to take it for a test drive and eventually buy it? And this before the real prototyping starts.
This could also be of interest:
Author: Jonathan Brown
June 15, 1992
Catalogue: ESOMAR Congress 1988
Author: Daniel Leconte
September 1, 1988