Case Study: Product Evaluation
Audience and Methodology: Eight in-home, ethnographic consumer immersions and four group discussions with high-income owners of our client’s and their competitor’s car models.
Background and Objectives: 
Can those who buy our key competitor’s model be converted to buying our model or are they psychographically and behaviourally distinct target markets? 
Our client was interested in determining if its target market differed from that of its major competitor and how it could improve its model specifications and design to retain its core market, convert competitor customers, and ultimately increase sales.
Insights:
- The research uncovered differences in psychographic profiles of the two car models in question but highlighted opportunities for increasing consideration amongst those who would, more traditionally, consider the competitor’s model
- Kadence improved its client’s understanding of the broad target market by providing in-depth case studies of customers - psychographically, behaviourally and in terms of their key purchase drivers
- The findings indicated that a balanced approach which – maintaining core brand/model values and also building on key need of competitor customers – could be achieved via communications and slight product amendments
Output Examples:
