A leading automotive electronics supplier wanted to better understand what it is like to drive in different markets around the world.
Using Mobile ethnography we followed participants in 5 markets to better understand the challenges and needs they experience whilst driving. They took us on tours of their cars, we went out and about with them – we got to understand their relationship with their car and the points of pain and pleasure that went along with it.
Once we understood the needs of drivers we continued with co-creation workshops to develop concepts for new products and communications that address these needs. The ideas that came out of this process were tested quantitatively and a large number of them performed well enough to go into their innovation pipeline.