GIM dealt with the challenge by carrying out an ethnographic research project in several countries. The goal was to investigate the superficial impressions customers had of the vehicle, as well as more in-depth consumer motivations. In addition, the client wanted to find out more about their target group’s lifestyle on a cross-cultural level.

GIM recruited the “early buyers” of the vehicle under examination. In addition, in order to investigate further growth potential, we ensured that drivers of vehicles in direct competition with the client’s model, with a basic interest in the client’s relaunched model were also interviewed.

In total, 48 people from the USA, China and Germany were ethnographically interviewed on film. Every interview lasted two-and-a-half hours, all of which was filmed. The ethnographic interviews were divided into three methodical parts. First, the subject was interviewed at home. Then the interviewer and the subject would go to the car together, where the strengths and weaknesses of the particular model were discussed. The physical proximity to the vehicle promoted a high level of engagement from the interviewee; descriptions and opinion were delivered in a vivid and open manner. The third part of the interview was conducted while the interviewee was driving, which was also filmed. This part focused on the functional and lifestyle aspects of the individual’s auto mobility.

GIM’s final report included a 20 minute section of professionally edited video material. This engaging, vivid film granted the client access to the world of their consumers; their target market was personified and brought to life!