Turquoise were commissioned by Toyota to conduct an ethnographic new buyer study for the Toyota Rav4.
To explore lifestyle connections and driving habits of new RAV4 owners.
To understand vehicle ownership history and the purchase process decision.
Qualitative in-home depth interviews
Ethnographic video footage and photography
Turquoise delivered an illustration of motivations towards purchasing small SUV’s, lifestyle and life-stage factors that influence the purchase decision process.
An understanding of how new owners develop their relationship with their new vehicle and how it fits into the demands of their lifestyle provided Toyota with key insight to better understand purchase motivators, behaviours and processes.