Business Issues & Project Objectives
Our client, one of the largest global automobile manufacturers wanted to conduct a large scale, in-depth understanding of mobility in main urban centres in 4 key Southeast Asian markets – Thailand, Malaysia, Indonesia, Vietnam. The key objectives included:
- Comprehensive understanding of customers’ mobility needs, preferences, and pain points – from public transport to cars and motorcycles
- Choice factors for car purchase; brand perceptions, path to purchase
- Future of mobility and needs
Our Approach
A mixed methodological approach was conducted:
- Online quantitative research with n=8,000 across 4 markets
- In-person Qualitative research with 96 participants in each market (spread across 3 cities):
- Pre-task mobility diary of 1 week,
- Focus Group Discussion,
- 8 Ethnography
- Client workshop – 2-day in-person client workshop
Outcome and Project Impact
Our client is able to use this in-depth understanding of consumer mobility needs, choice factors, brand perceptions etc, to input to their innovation pipeline
