Uncovering Future Megatrends

Challenge

After years of operating in China, a client of one of our partner consultancies believed that they still lacked an understanding of the similarities and differences between eastern and western automobile markets.

The client aimed to gain a deeper understanding of Chinese attitudes to cars, and how the market would develop in China. The client wanted to be able to navigate the landscape of new user demands and social changes that would impact the auto industry.

Process

In order to achieve a higher level of understanding of Chinese attitudes towards cars, we conceived a three-step framework for the research program.

We started by interviewing a carefully picked group of experts, consisting of Chinese artists, designers, journalists, sociologists, psychologists, anthropologists, architects and technologists.

This was followed by in-depth questionnaires and an open round table discussion with the experts. Each individual gave their view on how Chinese consumers would engage with cars in the future.

After acquiring sufficient data from the experts, we turned our attention to collecting local insight at the user level. Areas examined included the role cars have as emotional symbols; how interior space relates to mobility; the car’s role in daily routines; and the impact of technology and design on the interiors and exteriors of cars.

Outcomes

Providing our client with a strong foundation to make global strategic decisions was our goal. We accomplished this and also uncovered many new opportunities and challenges the client had not anticipated.