How do we engage the customers to develop our next product?
To drive new product development by understanding what the Indian user values most in a low cost car.
Often the low cost cars in the Indian market are stripped down, value engineered versions of existing small car models.
A large auto manufacturer wanted to create a new car from scratch, which could fulfill the complex needs of its specific user segment while keeping it in line with the context of the developing infrastructure & economy of India.
Elephant carried out an exhaustive study in various geographical regions to develop a deep understanding of user’s need, aspiration & context and decision drivers. The research data threw up unique insights and challenges, which brought about the evolution of ideas. The ideas were translated into directional solutions through a series of co creation workshops with car design experts.
This user centric, collaborative effort positively contributed to the success of the New Product Development.