Exploratory

Expert
Interviews

  • 4 Auto and Retail Experts
June 2014

Lead User Ethnography

  • 2 Tesla Buyers
  • 2 AutoNation Direct Buyers
  • 1 Shop Click Drive Buyer
  • 2 Carvana Buyers
  • 1 Tred User
July 2014

Ideation

  • Insight immersion, new concept development
August 2014

Concept Focus Groups

  • Interpretation and appeal of elements
  • 40 recent car buyers
    (past 6-12 months)
  • Chicago, Dallas
  • New and used buyers
August - September 2014
June 2014
July 2014
August 2014
August - September 2014
Confirmatory

Quantitative
Survey

  • 4,002 shoppers & buyers
  • Data weighted by Gender, Age, New/Used/Fence
October 2014

Dealer
Interviews

  • 6 in-depth interviews
  • Understand dealer's role in new innovations
January 2015
October 2014
January 2015
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