Challenge: Global auto manufacturer needed
to expand their reach to new markets.
process: Custom-tailored research: focus groups, customer
experience documentation, competitive intelligence gathering.
initial engagement: 6 month engagement.
Insights: The priorities of the new target
groups did not mirror the priorities of current owners. The desired
customer base cared about service more than features. They valued
word of mouth over advertisements. The focus shifted from
traditional marketing to viral marketing.
Results: First-time penetration into 2 new