Abstract:

In order to provide context for this paper, it is important to outline Jaguar Land Rover’s research objective. As a consumer-focussed organisation, Jaguar Land Rover (JLR) has always placed great importance on target customer research as a means of exploring their current and potential customer base to sharpen their understanding and define their product and marketing strategy. In this instance, never was this more important because JLR were looking to develop a vehicle to enter an embryonic category for the first time and, as such, they had minimal insight into their global target customer.