Background

A leading luxury automotive brand sought to uncover a deeper understanding of the perception of luxury SUVs among U.S. Hispanic consumers and use those insights to inform creative and messaging. To achieve this goal, the brand and its agency needed a research solution that delivered quick insights that delivered quick, actionable insights and a platform to measure the success of their efforts.

Solution

ThinkNow created an integrated market research solution combining online discussion boards with a pre and post-quantitative study.

  • Phase 1 – Qualitative: designed to capture qualitative insights in key markets via online discussion boards among unacculturated and bicultural Hispanic consumers to provide rich feedback to inform creative.
  • Phase 2 – Quantitative: consisted of a pre and post-quantitative study that utilized a hybrid methodology of online and mall-intercept. This study quantified and validated the findings from the qualitative phase and provided a post-campaign measurement of the success of the ads and messaging.

Results

The ThinkNow study results gave the luxury automotive brand and its agency the perspective needed to create a culturally relevant marketing campaign that resonated with U.S. Hispanic consumers while highlighting the features and benefits of its vehicles.