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...