Deep exploration of driving experiences to inform brand positioning for cars of the future
Analysing viewers’ conversations to inform future marketing initiatives for the UK’s longest running commercial network.
Understanding needs
Understanding how people ‘naturally’ talk about their driving experiences – to help with brand positioning for cars of the future.
Connecting data
Connecting Insight Community data (through our sister agency, STRAT7 Research Bods) and web scraping online conversations to create a huge dataset of 600,000 conversations on driving experiences – based on transcripts, community forums, social media and public forums.
Driving change
Key recommendations based on consumer language provided insightful adjectives to help with future positioning.
A key recommendation was to pivot away from technical language to more consumer centric, emotive words.