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Research papers

Market research for a new car concept

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...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003
Authors: Farrokh Suntook, Uwe Ellinghaus, Paul Strange
Company: BMW Group
March 30, 2003