Consumer Study in China – Automotive

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Consumer Study in ChinaProject: End-consumer study in China

Description: In order to improve the quality of its products, and to follow key trends shaping the Chinese market (connected vehicles), the client was looking to understand the end-users’ perceptions and needs. Daxue Consulting was put in charge of organizing a tailor-made event for the client, inviting targeted end-users and interviewing them through various qualitative methodologies.

Results: Daxue Consulting organized a 1-day event with middle to upper-class car owners in Beijing. Participants were then interviews in situations (in-car interviews), but also through focus groups and 1-on-1 interviews. Collected insights were then analyzed and put together on a report to define new trends and needs of Chinese consumers toward new technologies.