MediaVest
(Honda/Acura)
Explore how families shop for new vehicles, specifically:
Families with younger children in the household, and are interested in buying their first minivan.
Families with tweens/teens, who currently own a minivan, are interested in purchasing a crossover SUV.
objective.
ethnography.
In-home interviews, buddy sessions, day-in-the-life/errand trips, and visits to car dealerships.
MediaVest
(Honda/Acura)
Marketing and Sales missed the opportunity to deeply resonate and connect with shoppers because they were unaware of key emotional needs.
Deep, emotional needs were uncovered by exploring the full context of parents’ lives, not just how they felt about their vehicles.
Ethnography identified the needs parents had/what mattered most, and the questions they wanted to be answered (as they progressed through the car shopping stages).
And we identified an important new stage we called “Covet”.
key insights.
Helped MediaVest win the global $400M Honda/Acura media planning/buying account.
Insights were used by Honda/Acura in:
Sales Training:
Better identify and resonate with buyers based on their emotional needs.
Content development for digital marketing:
Based on ethnographic insights from the shopping stages journey (the emotional needs parents had during the early stages).