| Objective : |
A holistic insight into their conditions of life is necessary to make possible the development of an empathetic customer understanding. For this development, the transfer-medium “Consumer Kits” are used for selected customer types.
Through the understanding and comprehending customer values
and the purchase decisions that result from these an optimal
development of product concepts is made possible. |
| Realization : |
- The development of customer-specific screenders for recruting relevant respondents.
- The carrying out of over 200 home interviews in Berlin and surrounds with target persons.
|
| Result : |
Presentation of 10 different customer types of the Volkswagen group. |
