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.

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:

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.