Back

Market research for a new car concept

Date of publication: March 30, 2003

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Company: BMW Group

Authors: Farrokh Suntook, Uwe Ellinghaus, Paul Strange

Abstract:

BMW wanted to assess the opportunity to develop a new vehicle, designed to fill a gap within a segment of the car market. The hypothesis was that there was a need for a car which combined the more 'practical' aspects of some of the current cars in the market place with 'emotional' elements relating to style and performance which were normally associated with other cars. BMW wanted, therefore, to undertake market research across the main European countries in order to assess the extent to which there was a potential for a car which combined: 'rational'/practical aspects; emotional/styling needs; and the ability to satisfy the requirements of the premium end of the targeted segment.

  • PDF
  • This could also be of interest
Fad and progress in motivation research Authors: Herta Herzog
Methodological considerations regarding marketing research for consumer durable goods Authors: Leif Holbaek-Hanssen
Service after sale and studies of market for business Authors: Archibald Maddock Crossley
Some comments on the use of 3D and strip film Authors: Henry Charles Briant
The "steps-and-parts" model for polling Authors: Stuart Carter Dodd, Chahin Turabian
What are durable and capital goods? Authors: N. H. Pearson
Consumers economic expectations and intentions as revealed by sample surveys Authors: Henry Durant
Economic forecasts with special reference to field studies Authors: Jan van Rees
Market research for petroleum products in the automotive field Authors: D. Leerentveld
Research and decision Authors: H. S. Rich, J. S. Smith