Classic automotive market research today is still very technology-oriented and product-driven. This typically becomes apparent in study designs which are rather detached from reality and everyday life, for example when car drivers are asked about isolated technical details of vehicles.
Grasping the moment of truth: ethnographic insights for automotive NPD
Christoph Palmer and Sigrid SchmidGIM Vision, GIM (Gesellschaft für Innovative Marktforschung), Germany
LIMITS OF CLASSIC AUTOMOTIVE MARKET RESEARCH
Classic automotive market research...