Turquoise were commissioned by Toyota to conduct an ethnographic new buyer study for the Toyota Rav4. Insights were needed to explore lifestyle connections and driving habits of new RAV4 owners and to understand vehicle ownership history and the purchase process decision.
In collaboration with the client's desired approach, we conducted a series of qualitative in-depth interviews at respondents' homes. This gave us the opportunity to capture 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.
Our unique approach
Whether we are helping automotive companies understand and predict customer behaviour, powering smarter data-driven strategy, or driving organisational change, our unique model helps deliver scientifically superior results for the automotive industry.
Know what automotive consumers think, better than they know themselves. Our model uniquely unearths subconscious psychological factors that influence customer feelings and behaviours.
Our model validates deeper methodological and contextual factors behind the data, not just the data itself, which helps uncover truly relevant insight while minimising noise.
Our unique model allows organisations to accurately predict market and customer behaviour, helping to power genuinely forward-thinking strategy and decision making.
