How qualitative research drives General Motors

Stephen Whiteside

This event report addresses how qualitative research helps General Motors, the auto manufacturer, develop new vehicles.

How qualitative research drives General Motors

Stephen WhitesideWarc

"In the automotive industry, there is no such thing as an easy decision," Ross Simons, a Senior Market Research Analyst at General Motors, told delegates at the Merlien Institute's Qual 360 conference in Washington, DC.

For an insights professional charged with helping create the next generation of vehicles for iconic auto marques like Buick, Cadillac Chevrolet and GMC, this complexity is embodied by three problems that – when taken together – contradict the long-standing dictum that brands must select two research options from a list reading "fast, cheap or good".

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