GM PACE HMI Research Review

Cadillac: The iconic car

Cadillac of watchesFrom Camel...to.......Cadillac

Cadillac: Indian scenario

1902 to 1920

Brand Analysis

1921 to 1940

Brand Analysis

1941 to 1960

Brand Analysis

1961 to 1980

Brand Analysis

1981 to Now

Brand Analysis

Our Research Methodology

2006 2011 2021 2031 2041 2051

V

Supercomputer as fast as a human brain

Medicine delivered via fruit

Robot gardeners

Hotel in orbit

DRIVE : AUTO_

Fully auto-piloted cars

Smart yoghurt

Robots superior to humans

EARTH

SPACE

1 2 3

Space elevator

Moon base the size of a small village

NUCLEAR POWERSTATION

Use of nuclear fusion as power source

First unambiguous contact with Extraterrestrial life

Android gladiators

Brainstorming

Visual based Questionnaire

1. Study the lifestyle of the car owners

2. Finding the customer needs and problem

3. Problems with usability of a car (Car a a product) Ergonomics, Functionality and Technology

4. Perception of a luxury car.

5. Brand preference and social status association

Objective

Userstudy

Contextual Interview Problems Identification

Life styleEthnography study

Personal Interviews

Profiling and consolidating personas

1

Gurubhaia traditional businessman

Gurubhai hails from a

respected Gujarati business

family. It was his late grandfather

who laid the foundation of their

jewelry business, when he left his

native town and moved to the big

industrial city of Surat. Today

Gurubhai carries forward the

family legacy in the form of a

sprawling jewelry business.

Gurubhai is not very educated

but indeed he is street-smart. He

has earned his wealth through sheer

business acumen, building upon the

work done by his father. He

commands respect and admiration

whenever he visits his ancestral

town.

However, all this adulation has

not changed him as a person.

Gurubhai still prefers to travel in his

old Ambassador and wear simple

suits. At core he is still very

traditional and has not forgotten

his roots. His home gives a glimpse

into his family’s ethnic sensibilities.

His wife takes a keen interest in

decorating the house and if you

visit, you will be enamored by their

hospitality. To add on Gurubhai likes being in a thick network of

people. He prefers staying in the

central business hub of the city in

spite of the fact that he has

property in posh areas.

Gurubhai is a family man and

loves his daughter Latika. He leaves no stone unturned to ensure the

comfort of his family. As he says,

“When Latika gets married; I have

promised her that wedding would

all be that she has dreamt of… I

will gift the man of her dreams the

finest car… there will not be any

scope of any unfulfilled wishes”.

For Gurubhai, if his prospective son

in law is wealthy and from a

respected family, then nothing else

matters.

Gurubhai has no qualms in

splurging for his wife and children

but wants maximum value out of

the proposition. When it comes to

his choice of car for gifting, he wants a wide array of features

and options. If he thinks that he is

getting much more than what he is

paying for, he will take it.

PERSONA 1: Gurubhai

Demographics:

Male

48 years

Married and settled with family

Surat

Values and Attitude:

Traditional outlook

Wants value for money

An uncanny business sense

Street-smart

Personas

Personas 1

Personas 2

Personas 3

Personas 4

Thank You