case studies
Qualitative and Quantitative Research
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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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