Objective
In pursuit of a groundbreaking EV wheel design offering extended range and improved safety, an innovative manufacturing team faced the challenge of validating the concept's appeal and identifying the most significant benefits to consumers.
Approach
Our approach was structured around in-depth qualitative research to:
Assess the overall appeal of the innovative wheel concept.
Identify which benefits, such as range extension or safety, consumers valued most.
Understand the purchasing journey for aftermarket EV parts and preferred sales/distribution models.
Gather feedback on aesthetic customization and pricing strategies.
My Role
As an analyst, I was responsible for:
Managing focus group logistics and creating discussion guides and screeners.
Conducting detailed note-taking during the research process.
Synthesizing findings into a report to guide the client's product strategy.
Desired Outcomes
The desired outcomes were to:
Gain actionable insights to position the wheel concept effectively in the market.
Inform the client's approach to product customization, pricing, and sales strategy to later be validated through quantitative research.
Establish a strong foundation for the innovative wheel's successful launch and adoption.