The client was one of India’s most considerable SUV manufacturer.
They wanted to understand the perception and opinion of Indian male consumers towards their new advertising campaign.
The Methodology –
15 Focus Group discussions were done with Male consumer across six major cities in India with high automobile pénétration
An online survey was done amongst the Target Group before the focus group – to understand their choices of brands, reasons, and usage habits.
The focus groups could identify the decision-making process, the imagery of SUV brands in India, the personification of brands, and advertising cues using semiotics.
The Outcome –
Q&Q helped to uncover the Indian male consumer’s mindset on SUV’s.
This helped the client to make informed decisions on influencers, motivators for purchase, and advertising cues.
