製品コンセプトテスト：新型シティカーモデルの評価

このケーススタディは 2020 年 10 月に統合されました。

 

プロジェクトの背景

国際統合とグローバル化を経て、ベトナムは、特に基礎インフラや施設の開発と流通を含むいくつかの先駆的な産業において、劇的な経済成長を遂げてきました。個人の収入と生活の質の向上に伴い、車両や輸送手段に代表される生活に必要な必需品や製品の需要が大幅に増加しました。

ベトナムおよび国際的に最大の自動車メーカーの 1 つであるクライアントは、ベトナムの顧客の急速な需要を満たすために、さまざまなセグメントをカバーする幅広い自動車製品を提供しています。ビジネス開発の戦略的意思決定を支援するために、クライアントは B&Company と緊密に協力して、さまざまな自動車セグメントにおける顧客の需要、購入行動を理解し、自動車取引の新しい製品モデルまたは新しいビジネス方向の可能性を評価するための多くの調査プロジェクトを実施しました。

典型的な例の 1 つは、2020 年初頭のコンセプト テスト プロジェクトです。クライアントは、A セグメントの新しい乗用車モデルに対する顧客の印象と需要を理解し、競争力のあるセールス ポイントを特定して、新車モデルの製品発売戦略とターゲット購入者を定義することを目指していました。

クライアント：  非公開
タイプ：  市場調査、市場理解、製品コンセプトテスト
時間：  2020
状態：  完了

Challenges

To run concept tests, it is crucial to help interviewees have the most vivid imagination and experience about the target concepts, so as to obtain the most accurate feedback about their impression, logical and emotional evaluation, the willingness to adopt and recommendation about the upcoming products. However, in many circumstances, it is challenging for automobile product tests because of either the difficulties in transporting car samples to testing venues or the requirement to maintain the business confidentiality. Therefrom, it raised a question for B&Company and the Client, which needed a proper research design so as to have the most appropriate implementation and insightful results.

Normally in Vietnam, companies often carry out concept tests though face-to-face interviews, in form of either personal conversation, Focus Group Discussion (FGD) or Central Location Test (CLT). This project was originally designed in a similar direction, dividing into 2 offline phases in Hanoi and Hochiminh City for both qualitative and quantitative surveys. But this year’s unexpected Covid-19 outbreak had all schedules messed up and postponed. Despite timely reactions from the government, Vietnam still had to undergo a social distancing period right at scheduled time for conducting all the interviews. In addition, panic was increasing among people, making them hesitate to join a public event with a crowd or to have direct contact with non-acquaintances. All these factors forced the team to come up with alternative solutions to fulfill the research request and bring in insightful results to the Client within a tight timeframe.

Solutions

Having practical experiences through numerous previous projects, B&Company worked closely with the Client to develop concept package material, provide consultation regarding the structure and content of the interview, aiming to extract the most valuable and relevant information to draw up a whole picture of customer impressions, preferences, selection behavior and decision-making factors.

To overcome the effects of the pandemic, changing research scope was inevitable but B&Company thoroughly discussed with the Client to provide alternative solutions towards the project’s ultimate objectives. Accordingly, instead of carrying out offline group discussions, interviews were made via online video conferences, which required timely revision of related materials, and adjustments in procedure and fieldwork coordination. Thanks to the dedicated work from all team members, the consumer interviews were conducted successfully. Putting aside some limitation in communication technology and facilities, interviewees felt comfortable and willing to share via remote video calls. That was a huge effort to quickly react in such a complicated situation. Eventually, the project not only successfully protected community healthcare during the pandemic but also accomplished the mission for delivering satistactory results to the Client, as a good base to proceed next phases.

Results

After the project had been implemented, remarkable insights were achieved and served the ultimate objectives of the Client.

Through the interviews’ result, the team was able to sketch the portrait of car owners and identify buying behavior of target customers in the A-segment. Although there were distinguished characteristics among different purchasers, depending on their own experience, purposes, a majority of respondents shared similar images regarding key buying factors. In particular, the most 5 selected criteria when choosing a city car included: relevant price, prestigious brand, fuel-saving, enduring engine and numerous safety options.

The main goal of the project to test the new car model was concentrated and clarified in detailed key findings for the Client:

  • Recognized customers’ perception on the new model, by overall and by detailed aspects, as well as the willingness to purchase. Specific feedbacks on exterior design, interior design, size, equipment… were investigated to thoroughly review consumers’ perspectives towards the new concept.
  • Determined key attention hooks, competitive selling points of the new product. An evaluation was included to recognize and compare the advantages and disadvantages between the Client and other manufacturers in the same car segment.
  • Provided recommendations of product versions, price ranges and communication edges. The team run a price model to estimate the optimal price range for each version and presented in visualized graphs. Considering all findings, B&Company advised the Client upon pricing and marketing strategies for the new model.

All the above research findings were the valuable inputs for the Client to understand potentiality of the new product and to make strategic decision on the launching plan.

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