Abstract:

Car clinics, which were originally regarded as mere pre-launch precautions, have rapidly become tools for the development and styling of new vehicles. Such clinics are extensively practised by many car-makers, but their limitations have been shown up by experience. To develop a new vehicle model, several years of research and development work are required. Will the consumer's stylistic references have changed in 3 4 or 5 years time? What is his capacity, in a test situation, to rapidly apprehend and assimilate a change or an innovation? Rather than regard the clinic results as capable of directly providing highly probable forecasts concerning new vehicle projects, it seemed better to include them in a prospective approach allowing construction of scenarios. This approach required a better understanding of the clinic results, i.e., a knowledge of the basis for them. Analysis of numerous previous cases has shown a great lack of knowledge concerning the appraisal processes: what was transmitted by the tested product was in reality not well known, in spite of appearances, anad what the interviewee perceived formed part of a process of interpretation which was hard for us to understand and did not provide an adequate explanation of the reasons for his or her reactions. This led us to develop new methodologies (semiology, personality typology, etc.) and combine them with a view to better understanding consumer appraisals and better controlling, which in fact means not preventing, attempts at innovation. This research was put into practice at the start of the X.53 programme designed to replace the Renault 9 and 11. The results were integrated into a decision-aid process so as to orient, select and correct the product and prepare its sales launching.