Business Issues & Project Objectives
Our client, a leading automotive manufacturer, seeks to expand its portfolio into the ASEAN automotive market, aiming to gain a better understanding of consumer behaviours, preferences, and key vehicle use cases across different regions. Thus, research was needed to explore market dynamics, consumer needs, and expectations and identify potential areas for brand differentiation and effective positioning within a competitive market landscape.
Our Approach
A mixed methodological approach was conducted across 3 markets: Indonesia, Thailand, and Malaysia - Desk research, Focus Group Discussions, and expert interviews in which we identified consumer trends and mobility behaviours, providing insights for targeted brand positioning and localisation strategies to meet the needs of the ASEAN market.
Outcome and Project Impact
- Created detailed personas based on consumer behaviours, motivations, and preferences to guide product development and marketing strategies.
- Mapped emerging trends and gaps, enabling brand differentiation opportunities.
- Provided strategic recommendations to enhance brand alignment with consumer needs.
