Ethnographic research and great storytelling
Laurent FavardProduct Planning Department, Renault, France
Ulrich von Hoermann and Bettina StaudenmaierGfK Automotive, Germany
INTRODUCTION
Due to the concentration process and increasing competition in saturated markets, automotive manufacturers are faced with the continuous challenge of developing innovative, consumer-compatible products. To better anticipate different consumer needs and expectations and to identify several clusters of consumer characteristics, Renault has conducted a segmentation survey that supports the evolution of its product range.
In this context, Renault was faced with the challenge of how the results of such a complex segmentation survey can be communicated...