The Challenge
Helping a leading vehicle brand understand the motivations and mindsets of three audience groups to inform future campaign development.
In a recent study, our client came to us to understand their Gen Pop audience and the role movement, inspiration and creativity played in their lives (including their relationship with driving), and how well the brand’s current positioning fit. For this round of work, our client asked us to dive deeper, to understand the nuances that could exist within three different target audiences (Black, Asian and Hispanic Americans) and how that might impact future communications.