Abstract:

Against lots of opposition from executives and stakeholders in the company, MR team led the collaboration of functions by proposing the winning scenario for white space all supported by an in-depth understanding of customer insight and market science. Nissan MR (Market Research) team, working with Kantar Japan, studied the strength and weakness of hybrid engine to find strategic opportunities to countermine the competitors. Through a series of in-depth interviews, they found not only the emotional motivation that supports the intention for hybrid engine cars but also the compromise they make when purchasing a hybrid engine car.