Bringing valuable consumer insight to a niche product at a niche budget

The new vehicle market is becoming increasingly competitive. New niche markets are being established and as a result manufacturers have to offer a wider variety of products to cater for these new segments.

Bringing Valuable Customer Insight Into A Niche Product At A Niche Budget

Colette McLoughlinNOP Automotive andJas KalsiFord Motor Company

INTRODUCTION

Ford Motor Company, as do many manufacturers, has a global process for market research integrated into the overall product development system. During the development of a vehicle, the process calls for a wide variety of market research techniques to be conducted for a number of the major development decision points. For example, before the vehicle proportions are fixed, research may be conducted into customer acceptance of the vehicle's overall interior package and exterior size.

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