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Attitude Studies Help an Auto Giant Align Its New Product with Its Brand Values

Automobile New Product Brand Values

Business Problem

An automobile giant sought Borderless Access’ support in assessing the market potential before launching its innovative off-road cycling equipment. With the resurgence of high-adrenaline sports, the brand wanted to understand whether its customer segment would associate the product with its core value proposition.

What & How We Did It

  • The automobile company’s key objectives were to predict the market size and growth potential. Leveraging the capabilities of futuriZm–our market trends forecasting solution–we analyzed customer perceptions among potential early adopters of their upcoming product.
  • We identified market segments based on consumer attitude, category drivers, brand usage, and other sociodemographic factors to indicate the likelihood of product adoption and use.

Key Insights

  • Based on the data gathered from futuriZm, trendsetters and other potential customer groups were identified at a broad category level. After identifying the customer groups, the Trendsetters Index (TSi) was used to map how the audience reacted to the new product.
  • By interpreting the reactions of trendsetters to the new product, we got insights into how the customers perceived off-road cycling equipment in alignment with the brand values.

Client Impact :

The automobile company built a successful product roadmap based on insights derived from the attitudinal profiles of different consumer segments. The company also developed an understanding of its potential product adopters and trendsetters by identifying them through characteristics such as involvement, social responsibility, and digital savvy. This helped the company devise marketing strategies catering to its newly identified target audience and stay ahead of the curve.

Market

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UK

Germany Flag

Germany

Romania Flag 1

Romania

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