Abstract:

This paper shows how a programme of qualitative research helped to define a target group for Europe's most popular car the Golf. Where traditional demographic profiling was not able to produce sufficient evidence to allow formulation of a target group only consumer insights from qualitative research provided a fresh impetus to find a satisfactory definition of a target group. Continuing the research this paper also shows how research has helped to fine-tune and improve the final campaign that was developed to launch the Mark 4 version of the Golf in Germany and Europe. The value of the insights that arose from the research and led to the campaign also becomes obvious when looking at the full order books for the Golf Mark 4 today first indications suggesting that it has been the most successful Golf launch ever.