automotive research forum 2013 - esomar · pdf fileinsights for the bmw group harald schuster,...

* ESOMAR Corporate and Individual members’ names in blue

Programme

Driving Change, Driving Business

AUTOMOTIVERESEARCHFORUM 2013Wolfsburg / 23 - 24 May

2 | AUTOMOTIVE RESEARCH FORUM 2013


AUTOMOTIVE RESEARCH FORUM 2013The automotive industry is evolving faster than ever before. With increasing competition, media fragmentation and snowballing pressure to develop greener vehicles and new mobility solutions, traditional research will need to merge new and innovative approaches to address the rising demands from this ever-changing sector.

This newly launched forum will explore how to renew research methodologies and technologies to provide viable solutions for rejuvenating an industry, which has been stagnating for the last decade.

People, cars and what moves them…Join ESOMAR on a journey through mobility at the Autostadt. Wolfsburg. This is not just an event, it’s an experience!

PROGRAMME COMMITTEE

Gilbert Heise (Committee Chair)Head of Market Research, Volkswagen, Germany

Gunther De Jonghe* Senior Manager Market Intelligence, Toyota Motor Europe, Belgium

Remy Pothet* Global Automotive Practice Head, TNS, France

Stephan Thun*Executive Vice President, Maritz Research, Germany

Ulrich von Hörmann Research Manager, GfK Automotive Research, Germany

VENUE

Autostadt GmbHStadtBrückeD - 38440 WolfsburgGermanyP: 0049 5361 400F: 0049 5361 4019 59Email: [email protected]

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Maritz-Capella-Hose-99mm x 210mm:99mm x 210mm 5/1/13 9:44 AM Page 1

4 | AUTOMOTIVE RESEARCH FORUM 2013 PROGRAMME | 5

* ESOMAR Corporate and Individual members’ names in blue * ESOMAR Corporate and Individual members’ names in blue

10.20 - 10.40 AUTO BILD Market Barometer Connectivity The connected automobile is gaining momentum Nicolas Loose, Axel Springer, Germany Thomas Schindlbeck*, Happy Thinking People,

Germany

10.40 - 11.00 Where the Rubber Meets the Road Understanding what drives automotive retail

satisfaction Chris Travell, Maritz Research, Germany

11.00 - 11.05 Q&A

11.05 - 11.30 Networking break

CHINA BOULEVARD

11.30 - 11.35 Introduction by session chair Remy Pothet*, TNS, France

11.35 - 11.55 Next Steps Towards Central China Shifting consumer requests Lifeng Liu*, Ipsos, China

11.55 - 12.15 Unraveling China’s Complex Path to Purchase

Andy Turton*, TNS, UK Gary Player, General Motors, China

12.15 - 12.35 Big Data, Better Decisions How does business intelligence drive change in

the Chinese auto market Tiger Lee Weihan, Sinotrust, China

12.35 - 12.50 Q&A

12.50 - 13.00 Sponsors fast track

13.00 - 14.20 Lunch

NEXT STOP The Auto-Lab (fast track)

14.20 - 14.25 Introduction by session chair Stephan Thun*, Maritz Research, Germany

PROGRAMMEThursday 23 May16.00 - 19.00 FORUM REGISTRATION 17.30 - 19.00 DRINKS AT REGISTRATION EXHIBITION19.30 - 22.00 WELCOME DINNER AT THE RITZ CARLTON, WOLFSBURG

Friday 24 May 09.00 - 09.05 OPENING Dan Foreman*, ESOMAR President

09.05 - 09.15 INTRODUCTION TO PROGRAMME AND SESSION Gilbert Heise, Programme Committee Chair

GLOBAL ROAD Exploring the Automotive Landscape Come and listen to leading industry experts as

they set the scene for our automotive journey

09.15 - 09.30 Firestarter The Road to Riches Fuelled by Brand Power Nick Bull, Millward Brown Automotive, UK Peter Walshe, BrandZ Millward Brown, UK

09.30 - 09.45 Firestarter Car Industry 2015 No connectivity, no customers - fiction or fact? Markus Müller-Martini, mm customer strategy,

Germany Matthias Kempf, Berylls Strategy Advisors,

Germany

09.45 - 10.15 OPENING DEBATE Setting the Business Agenda Explore the challenges and opportunities in

the automotive industry from the research perspective

TRAFFIC LIGHT Consumer Connection

10.15 - 10.20 Introduction by session chair Ulrich von Hörmann, GfK Automotive Research*,

Germany

6 | AUTOMOTIVE RESEARCH FORUM 2013 PROGRAMME | 7


16.40 - 17.15 CLOSING ROUND TABLE Manifesto for Change An interactive panel summarising the forum’s

key learnings, future trends and discussions on how the industry should move forward

17.15 - 17.25 PROGRAMME SUMMARY Gilbert Heise, Programme Committee Chair

17.25 - 17.30 CLOSING Dieter Korczak*, ESOMAR Past President

17.30 - 18.00 FAREWELL DRINKS SPONSORED BY MARITZ RESEARCH

PROGRAMME 14.25 - 14.40 Car Clinics 3.0 Designing better cars by peering into

consumers’ brains Ronny Pauwels, Toyota Motor Europe, Belgium Wim Hamaekers*, Rogil*, Belgium

14.40 - 14.55 Beyond the Silo Joining the research dots to maximise brand

insights for the BMW Group Harald Schuster, GfK*, Germany Sabine Hatz, BMW Group, Germany

14.55 - 15.10 “The King is dead... long live the King” The power of research in redesigning an

automotive icon: The Range Rover Anne Bolingbroke*, MM-Eye Limited, UK Steve Hill, Land Rover, UK

15.10 - 15.30 Q&A

15.30 - 15.55 Networking break

THE FUTURE HIGHWAY

15.55 - 16.00 Introduction by session chair Ronny Pauwels, Toyota Motor Europe, Belgium

16.00 - 16.20 Psychological Automotive Lifestyles The analysis of automotive lifestyles to support

targeting Dirk Ziems, concept m, Germany Gabriele Lehmann, Johnson Controls Europe,

Germany Thomas Ebenfeld*, concept m, Germany

16.20 - 16.40 Grand Prix Research The symbiotic relationship between the future

winning automotive brand and their ideal research partner

Patricio Pagani*, Infotools, New Zealand Richard Brookes, The University of Auckland,

New Zealand

8 | AUTOMOTIVE RESEARCH FORUM 2013 SPONSORS AND PARTNERS | 9


SPONSORS AND PARTNERS

Gold sponsor

About Maritz Research As one of the world’s largest marketing research firms, Maritz Research, a unit of marketing services company Maritz, helps many of today’s most successful organisations improve performance through a deep understanding of their customers, employees and channel partners. Founded in 1973, it offers a range of strategic and tactical solutions concentrating primarily in the automotive, financial services, hospitality, technology, telecommunications and retail industries. Maritz Research now has over 900 employees based in north America, Asia and Europe.

Facts & Figures

• Founded in 1973 • Owned by privately held Maritz LLC, the largest performance

improvement company worldwide• World‘s 12th largest agency (Honomichl report June 2012)• Revenue 2011: approx. USD 230 million• Have member in or member of AMA, BVM, CAMRO, CRSC,

ESOMAR, MRS• Offices in 40 countries covering North America, EMEA, APAC• More than 900 employees worldwide• Approx. 150 employees in Germany (ranks no. 5 in Germany,

context 2011)

For more information, visit www.maritzresearch.com

We would like to thank our sponsors and those who have provided their services, expertise and support to make this year’s Automotive Research Forum a success.

Maritz ResearchStephan Thun* Borselstraße 18, 22765 Hamburg, GermanyP: +49 40 369 833 0Email: [email protected] www.maritzresearch.com

For more information, visit www.volkswagen.de

In partnership with

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10 | AUTOMOTIVE RESEARCH FORUM 2013 SPONSORS AND PARTNERS | 11


SPONSORSSilver sponsor

Founded in 1975, Ipsos is today the 3rd largest global market research company, present in 85 markets and providing services to clients around the world. We are specialised in:

• Innovation and Brand Research• Advertising Research• Customer and Employee Research• Media, Content and Technology Research• Social Research and Corporate Reputation

The Ipsos Automotive Center of Excellence with specialist teams in the relevant markets has been implemented to deliver top-level service to clients in the automotive space. With the combination of research specialisation and industry focus we will be able to provide the best-in-class market research offers in each of the critical stages during the product cycle.

For more information, visit www.ipsos.com

Ipsos GroupKlaus PAUR, Global Head of Automotive, Shanghai officeGlobal Headquarters35, rue du Val de Marne75013 ParisFranceP: +86 21 2231 9376Email: [email protected]: www.ipsos.com

mQuest, a product of cluetec GmbHElke Laturnus Emmy-Noether-Str. 1776185 KarlsruheGermanyP: +49 721 83179-283 Email: [email protected] Website: www.mQuest.eu

Bronze sponsors

cluetec is the specialist for mobile market research software. MQuest® offers solutions for online and offline face-to-face surveys, diary studies and mystery research on mobile devices like smartphones and tablets.

Services include rental devices, questionnaire programming and automated Excel/PowerPoint reports.

cluetec customers: GfK, Ipsos, TNS and many more.

For more information, visit www.mQuest.eu

SPONSORS | 11

EXHIBITORS | 13




SPONSORSCoolToolDmitry Gaiduk*1750 Montgomery St. FL 1, SF, CA 94111 USAP: + 380504486800Email: [email protected]: www.cooltool.com

CoolTool is the 1st digital HUB & marketplace revolutionising the way of conducting market research.New cloud-based platform for market research professionals enables you to replace complicated and expensive procedures with one-stop web platform where all users can benefit from cutting-edge survey technologies:

1. Create, manage & analyse different kinds of professional surveys: online, mobile, phone (IVR), tablets, QR code etc. with pricing and accessibility of the target group in a live stream

2. Sell & Buy any research services: panels, consultancy, translation, questionnaires/methodologies etc.

3. Promote your company’s services online and get paid via reliable escrow agent

4. Collaborate with multiple clients/partners in a fast and simple way

For more information, visit www.cooltool.com

Bronze sponsors

EXHIBITORSConfirmitWale Omiyale24 Martin LaneLondon EC4R 0DRUnited KingdomP: +44 (0) 207 648 8560Email: [email protected]: www.confirmit.com

Confirmit understands that MR companies are under constant pressure to deliver results in the most cost-effective way. Our Confirmit Horizons platform supports the research project lifecycle from survey creation to results delivery, enabling you to take advantage of the most complete and feature-rich MR software available today.

LEYHAUSEN Field Services InternationalMichele LilloFriedrich-Ebert-Platz 5GermanyP: 0049 214 8334 113Email: [email protected]: www.leyhausen.com

LEYHAUSEN is a leading provider of global field services since 2002. Our state-of-art facilities that span across Europe, Tunisia, UAE&KSA, enable us to manage data collections projects of any size & scope anywhere in the world. Our global field services cover all types of quantitative & qualitative research methodologies in virtually all markets.

Market Xcel Data Matrix Pvt LtdManish Narang / R Vishal Oberoi16, Sant NagarEast of KailashNew Delhi - 110016INDIAP: +91 11 42343501-04Email: [email protected]: www.market-xcel.com

Market Xcel founded in 2000 is a joint venture between InfoBridge Asia and Nomura Research Institute; Japan.

We offer data collection across India and SE Asia. Our offerings include f2f PAPI & using tabs, own trained in-house interviewers, proprietary online panel, specialised qualitative unit (connecting dots) and in house research team.

SPONSORS AND PARTNERS | 15




With award-winning online services, publishing and conference divisions, - Warc is the leading supplier of information, knowledge, insight and data to the global marketing, advertising, media and research communities.

For more information, visit www.warc.com

Official knowledge partner

For more information, visit www.esomar.org/researchworld

For more information, visit www.mria-arim.ca

For more information, visit rwconnect.esomar.org

Media partners

For more information, visit www.euromonitor.com

PARTNERS

For more information, visit www.planung-analyse.de

Global media partners

For more information, visit www.research-results.com

For more information, visit www.quirks.com

For more information, visit www.greenbook.org

Exclusive Automotive media partner

For more information, visit europe.autonews.com

16 | AUTOMOTIVE RESEARCH FORUM 2013 PARTICIPANTS | 17


PARTICIPANTSAUSTRALIA Ben Sullivan Potentiate

BELGIUM Wim Hamaekers Rogil Marketing & Individual Sensory Research Corporate Ronny Pauwels Toyota Motor Europe

BRAZIL Diego Canhada Market Analysis Corporate Isabelle Rio-Lopes TNS Research International

CANADA Chris Travell Maritz Research

CHINA Aiwen Chen INS Consulting Tae Kim Risingsun Marketing Individual Research Tiger Lee Sinotrust International Information & Consulting Lifeng Liu Ipsos Asia Individual Klaus Paur Ipsos Individual Gary Player General Motors Vivian Yang Psyma Business Corporate Research China Lisa Zeng Psyma Business Individual Research China Corporate

CZECH REPUBLIC Kim Neumann SKODA AUTO

FRANCE Naveed Ahmad-Awan Ipsos Marie Lahaye Efficience 3 Individual Raphaël Meillat Ipsos Loyalty

Marie-Agathe Nicoli TNS Sofres Rémy Pothet TNS Individual

GERMANY Melanie Beck Diffferent Individual Bernd Becker Volkswagen Falk Broghammer Ipsos Aaditya Charekar Volkswagen Patrick Dennert Volkswagen Simone Dinger Ipsos Thomas Ebenfeld concept m Individual Mark Ebert Audi Julian Eichner Berlin School of Law and Economics Konstanze Fichtner GfK Corporate Egbert Finsel LDB Doris Fischer Porsche Renata Galieva Berlin School of Law and Economics Andreas Gessner Volkswagen Niko Goretzki Kühne Logistics University Sabine Hatz BMW Jürgen Häussler Impulse Individual Gilbert Heise Volkswagen Matthias Helferich cluetec Martin Hellich Ipsos Thomas Heringer Automotive News Europe Frank Heyer Volkswagen Ina Hildebrandt Ipsos Beate Irmer Spiegel Institut Mannheim Corporate Karin Jäger TNS Infratest Matthias Kempf Berylls Strategy Advisors Dieter Korczak GP Forschungsgruppe, Individual ESOMAR Council Thilo Kuhn Saarland University Marc Lankers Maritz Research Elke Laturnus cluetec Jan Laufhuette Research Now Gabriele Lehmann Johnson Controls Europe Michael Leyhausen Leyhausen International Individual Michele Lillo Leyhausen International Kerrin Lohe Diffferent Nicolas Loose Axel Springer Antje Maass Maritz Research Christian Michael Survey Sampling Germany

ESOMAR Member

ESOMAR Member



Frank Mueller MM-Eye Individual Markus Mueller-Martini mm Customer Strategy Margerita Mycka Ipsos Peter Otto Ipsos Stefan Reiser Ipsos Hedi Roy TNS Infratest Catja Sander Maritz Research Thomas Schindlbeck Happy Thinking People Individual Jan Schöttelndreier cluetec Robert Schröder TNS Infratest Roman Schulz Volkswagen Commercial Vehicles Harald Schuster GfK Corporate Joerg Sgries Maritz Research Sebastian Siebert Diffferent Torsten Spaher Survey Sampling Germany Stefan Stumpp TNS Infratest Stephan Thun Maritz Research Individual Vanessa Vetter TNS Infratest Ulrich von Hörmann GfK Automotive Corporate Christian Vorwerck Maritz Research Roman Weinand Maritz Research Stefan Welke Confirmit Reiner Wiegand Leyhausen International Oliver Wölfel Research Now Stefan Wünschmann Volkswagen Ya Zhou Volkswagen Dirk Ziems concept m

INDIA Manish Narang Market Xcel Data Matrix Individual R Vishal Oberoi Market Xcel Data Matrix Individual

KUWAIT Majed Ghorbal ARA Research & Individual Consultancy

NETHERLANDS Vincent Groen TNS NIPO Individual

NEW ZEALAND Richard Brookes University Of Auckland Business School

RUSSIAN FEDERATION Ekaterina Adler TNS Alexander Bredikhin AVTOVAZ, PJSC Individual Svetlana Moskvitina Online Market Intelligence Corporate Marina Orlova Online Market Intelligence Corporate Wojciech Skrzypiec Factory of Marketing Individual Corporate Vladislav Tsvetkov Marketing & Investment Individual Projects Yaroslav Zaitsev TNS Evgeniya Zhelannova Factory of Marketing Individual Corporate

SPAIN Isabel Almarcha TNS Joaquim Bretcha Netquest Individual Alberto Fernandez TNS Joan Ventura SEAT

SWEDEN Ulrich Boyer Nepa Per Malmström Scania Individual Niclas Ohman Nepa Thomas Sjölund TNS Sifo Individual Po Westerlund Nepa

UNITED KINGDOM Anne Bolingbroke MM-Eye Individual Nick Bull Millward Brown Damien Field MM-Eye Dan Foreman ESOMAR President Individual Steve Hill Jaguar and Land Rover Karen Mörsch Ideas and Visions Individual Daniel Starkey Confirmit Andy Turton TNS Opinion Individual

PARTICIPANTSESOMAR Member

ESOMAR Member



Peter Walshe Millward Brown Chris Warren Jon Woodley FocusVision Worldwide

UNITED STATES Vincent Dupray Enprecis Individual Tim Englehart Ipsos Rich Falcone Market Insight Corporation Dmitry Gaiduk CoolTool Individual Corporate Alicja Kasjan CoolTool Corporate Robert Skolnick Ipsos Individual

ESOMAR Alfonso Regalado Danika Smit Britta Van Arman Vincent van Bentem Lucien Walraven Monika Zak

STUDENTS Julian Eichner Berlin School of Law Germany and Economics Renata Galieva Berlin School of Law Germany and Economics Niko Goretzki Kühne Logistics University GermanyThilo Kuhn Saarland University Germany

The list includes all registered before 28 of March

PARTICIPANTSESOMAR Member

ESOMAR Member

22 | AUTOMOTIVE RESEARCH FORUM 2013 ABSTRACTS | 23


TRAFFIC LIGHTConsumer Connection

AUTO BILD Market Barometer ConnectivityThe connected automobile is gaining momentumClarissa Moughrabi, Axel Springer, GermanyNicolas Loose, Axel Springer, GermanyThomas Schindlbeck*, Happy Thinking People, Germany

‘Connectivity’– one of the biggest opportunities as well as one of the greatest challenges for the automobile industry – was the focus of the 2012 Auto BILD market barometer. The AUTO BILD market barometer is the representative, annual study from Europe’s biggest car magazine. From an online survey among 1,400 car drivers and from two additional online communities backed up by face-to-face explorations this presentation derives a status quo of the market as well as surprising insights that are key to unlocking the market potential of connectivity.

Where the Rubber Meets the RoadUnderstanding what drives automotive retail satisfactionChris Travell, Maritz Research, Germany

For many consumers there is not a big difference amongst automotive brands. Because of this, more industry executives believe that the next competitive battleground in the fight for sales and market share is the retail experience. This competitive reality resulted in Maritz Research developing a new sophisticated way to understand the satisfaction drivers for automotive sales and service customers. This technique is “Make or Break Customer Satisfaction” and is designed to provide the tools the industry needs to determine more accurately and with greater precision the specific aspects of the retail experience that will result in the greatest benefit for their customers.

ABSTRACTSGLOBAL ROADExploring the Automotive Landscape

The Road to Riches Fuelled by Brand PowerNick Bull, Millward Brown Automotive, UKPeter Walshe, BrandZ Millward Brown, UK

The latest, hot off the press, new BrandZ ranking of the Top 10 Automotive Most Valuable Brands (2013) will be announced! This fire-starter presentation will also provide an analysis of who is up and who is down, why, and trends since 2006, with particular focus on the effects of the global recession, recalls, social media effects and the new ‘value-conscious’ era.

Car Industry 2015No connectivity, no customers- fiction or fact?Markus Müller-Martini, mm customer strategy, GermanyMatthias Kempf, Berylls Strategy Advisors, Germany

The “next big thing” for the automotive industry – the connected car – is explored in this presentation. For OEMs, this implies significant upfront investments in vehicle equipment, infrastructure, backend intelligence and internal and external process redesign. These efforts seem reasonable provided that basic connectivity will become a must-have feature of future cars and that car owners are willing to pay a premium for new services. However, there are no comprehensive insights regarding the real demand for connectivity of car buyers, their willingness to pay, substitution effects on other extras due to budget constraints and impacts on brand /OEM preferences.



Big Data, Better DecisionsHow does business intelligence drive change in the Chinese auto marketTiger Lee Weihan, Sinotrust, China

A big data era changes everything in the auto sector, from product design to product management, from sales to after sales. A business line has developed in Chinese auto OEMs: data generation, data collection, data rental, data outsourcing, data hosting, data integration, data quality investigation, data management, data warehouse and data mart, business and location intelligence, data analyses and mining (modeling), operational and analytical, CRM, customer club and loyalty programmes, even database marketing. This presentation delivers a new auto business format with the above concepts and applications, and with a big bang from third party data, i.e. e-commerce, social media and the vehicle internet.

NEXT STOPThe Auto-Lab (fast track)

Car Clinics 3.0Designing better cars by peering into consumers’ brainsRonny Pauwels, Toyota Motor Europe, BelgiumWim Hamaekers*, Rogil*, Belgium

For Toyota Motor Europe, a challenge is capturing reliable consumer feedback in the beginning of the car development process. As the first moments of exposure to a new car in the showroom are impactful on the purchase decision, new car models have to “feel right” for consumers. The question is how to develop a car that emotionally engages consumers, exciting them to test drive and eventually buy it? In this case study, Toyota Motor Europe and Rogil Research look at a neuromarketing multimode research approach to collect relevant and reliable consumer feedback, combining biometric and behavioural measures to elaborate on the emotions generated by various car design elements.

ABSTRACTSCHINA BOULEVARD

Next Steps Towards Central ChinaShifting consumer requestsLifeng Liu*, Ipsos, China

China is a fast growing economy with the world’s largest automotive market, an emerging auto industry, and a competitive automotive marketplace. Better knowledge about the nature of consumer behavior in Tier 3 to 5 cities and understanding about how automotive consumer expectations differ in central China compared to metropolitan areas will provide considerable insights for OEMs. As auto makers are required to diversify their market proposition in order to cater to a wider than ever range of individual needs, as well as challenged to optimize production volumes and sales efforts, the results of this study will be paramount information to leverage product- and marketing strategies across China.

Unraveling China’s Complex Path to PurchaseAndy Turton*, TNS, UKGary Player, General Motors, China

In order to engage consumers in the fast developing Chinese automotive market it is crucial to understand how multiple touch points available to them are used as they navigate the path to purchase, and when in the process they do so. This presentation provides a clear view of which media are used, and which are trusted, to gain information on key elements of the decision-making process including model features, running costs, price and the ownership experience. Should automotive brands place greater emphasis on digital channels to engage consumers?



THE FUTURE HIGHWAY

Psychological Automotive LifestylesThe analysis of automotive lifestyles to support targetingDirk Ziems, concept m, GermanyGabriele Lehmann, Johnson Controls Europe, GermanyThomas Ebenfeld*, concept m, Germany

Within the scope of target group analysis, precise insights on the influence of cultural and lifestyle backgrounds are particularly valuable. Car ownership, body types and car brands have specific relevance at different life stages, for different lifestyles and in different cultures (e.g. emerging markets). Concerning innovation planning, designing or communication and marketing, target customers – depending on their lifestyle and cultural background –have specific requirements. As a complement to the indispensable standard segmentation tools, this presentation highlights qualitative psychological cultural and lifestyle research, allowing a particularly detailed and faceted determination of the target group. Practical research examples from Europe and Asia are showcased.

Grand Prix ResearchThe symbiotic relationship between the future winning automotive brand and their ideal research partnerPatricio Pagani*, Infotools, New ZealandRichard Brookes, The University of Auckland, New Zealand

The global automotive industry faces converging challenges. KPMG (2012) singled out VW, BMW and Hyundai as well-placed to weather the storm. This presentation examines Hyundai in particular, for in this new mobile landscape it represents the importance of an ‘asymmetric’ leadership culture (Shim & Steer, 2012) and second-generation competencies (Reeves & Deimler, 2011). This closing presentation will review the implications for auto firms and their globally-integrated, locally-attuned, and technically-savvy research partners.

ABSTRACTSBeyond the SiloJoining the research dots to maximise brand insights for the BMW GroupHarald Schuster, GfK*, GermanySabine Hatz, BMW Group, Germany

Joining research dots in the context of brand research is a fascinating journey. It goes far beyond the borders of traditional survey-by-survey approaches: taking more and deeper insights simultaneously into account (e.g. product, service and price related aspects). Based on a global insights integration project, this presentation demonstrates how connecting multiple data sources leads to deeper understanding of markets / target groups (research effectiveness) and leverages the ROR (research efficiency). Linkage of a rich set of studies and the integration of results can provide better understanding of the brand and the marketing instruments that help to successfully steer the brand.

“The King is dead... long live the King”The power of research in redesigning an automotive icon: The Range RoverAnne Bolingbroke*, MM-Eye Limited, UKSteve Hill, Land Rover, UK

This presentation tells the story that ends with the successful global launch of the new Range Rover. How do you redesign an all-new brand flagship? How do you choose between design revolution and the evolution of an icon? The social, economic and global challenges with which Land Rover were presented at the time of the redesign are described. The narrative leads us through a research programme that endorses the strength of stakeholder engagement whilst demonstrating the potency of early concept research (ethnographics), innovative consumer immersion examples, as well as more traditional forms of qualitative and quantitative research addressing design specifics, brand portfolio and positioning.

28 | AUTOMOTIVE RESEARCH FORUM 2013 NOTES | 29


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THE FUTUREOF MOBILITY2013Valencia / 19 - 20 November



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