제품 컨셉 테스트: 새로운 시티카 모델에 대한 평가

이 사례 연구는 2020년 10월에 통합되었습니다.

 

프로젝트 배경

베트남은 국제 통합과 세계화를 거친 후, 특히 기본 인프라와 시설 개발 및 유통을 포함한 여러 선도 산업에서 급격한 경제 성장을 목격했습니다. 개인 소득과 생활 수준의 향상과 함께, 일반적으로 차량과 운송 수단인 삶의 목적에 부합하는 필수품과 제품에 대한 수요가 상당히 증가했습니다.

베트남과 국제적으로 가장 큰 자동차 제조업체 중 하나인 이 고객은 베트남 고객의 빠르게 성장하는 수요를 충족시키기 위해 다양한 세그먼트를 포괄하는 광범위한 자동차 제품을 제공합니다. 사업 개발의 전략적 의사 결정을 돕기 위해 이 고객은 여러 연구 프로젝트에서 B&Company와 긴밀히 협력하여 고객 수요, 다양한 자동차 세그먼트의 구매 행동을 이해하고, 새로운 제품 모델의 잠재력 또는 자동차 거래를 위한 새로운 사업 방향을 평가했습니다.

대표적인 사례가 2020년 초에 진행된 콘셉트 테스트 프로젝트입니다. 고객은 A세그먼트의 새로운 승용차 모델에 대한 고객의 인상과 수요를 파악하고자 했으며, 경쟁력 있는 판매 포인트를 파악하여 제품 출시 전략을 정의하고 새로운 자동차 모델의 타겟 구매자를 파악하고자 했습니다.

고객:  공개되지 않음
유형:  시장 조사, 시장 이해, 제품 개념 테스트
시간:  2020
상태:  완전한

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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