Future Communication Campaign for a Leading Car Manufacturer

Research Background

• A leading car manufacturer wanted to test campaign ideas for future communication with target audience

Research Methodology

• 4 groups x 2.5 hrs
  • First, flash interviews with each respondent lasting 45 mins
  • Right after the flash interview, a collective group discussion lasting 105 mins
• 10 respondents recruited per group
• Web streaming for all groups

City Coverage

• Shanghai
• Chengdu

Target Audience

• Good spread of genders and ages
• All own a car newly purchased in the past 3 years and intend to purchase another one in the next 2 years
• Half of the groups are brand owners and half are competitor owners
• Ensure a good spread of the models in each group

Research Results:

UniqueView conducted all the recruitment and fieldwork for this project and the research results helped our client better understand directions to move forward in terms of communication strategy.