THE CHALLENGE

Along-standing and traditional Japanese automotive brand sought to address a new core target among the young generation. The brand needed to understand the values that  shape and drive them to identify potential overlaps with the brand’s unique DNA.

THE APPROACH

The research engaged 10 participants with unusual trajectories in life.We explored their daily life, groundbreaking turning points in their past and dreams for the future in digital ethnography. The study went on to deepen and sharpen the findings on their life philosophy and motivations in 3h face-to-face ethnographic interviews.

THE OUTCOME

The findings were contextualised with micro and macro level analysis to create a persona of the new core segment. The insights on the key values and the persona helped the brand to create a foundation for the new campaign.

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