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Case Story: Customer needs and wants

Client Issue

The client requested that we explore what their customers’ needs and desires were in relation to their vehicles, eg, more leg room, a USB port, or more safety features.

GfK Automotive Solution

In order to do this, we used a combination of qualitative techniques. Prior to the meeting, respondents were screened and asked to complete a homework diary and take a number of photographs of the interiors and exteriors of their vehicles, which we requested that they bring to a focus group session. During the focus group, we extracted what the customers were looking for, reporting these in simple "I want…” statements, eg, "I want… a USB port”.