case studies

Qualitative and Quantitative Research

Industry: Automotive
Market: U.S.
Demographics: U.S. Hispanic

The quest: 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 creativity and messaging.

 

The need: 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.

 

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

 

  • Phase 1 of the study was designed to capture qualitative insights in key markets via online discussion boards among unacculturated and bicultural Hispanic consumers to provide rich feedback.

 

  • Phase 2 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.

 

  • 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.

 

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