The Challenge: The pickup truck category is fiercely competitive and brimming with innovation. Furthermore, the consumer base is expanding to include diverse demographics. Our client, a cornerstone of US car manufacturing, was preparing to launch a new model under one of its beloved American brands. Prior to the launch, they sought a comprehensive understanding of the market landscape and strategies to reclaim market share from competitors..
The Solution: An ethnographic approach delved deep into consumers' lives, revealing their perspectives on the pickup category and how it integrates into their lifestyles. This enabled me to develop insightful typologies that marketing teams could leverage for targeted communications.
The success of this project quickly led to similar initiatives for other brands soon to be launched by this US automobile behemoth.
Agency & my role: MarketCast, working as VP, Custom Research