The automotive industry is changing rapidly, and
new ways to buy a car emerge daily (direct from
Tesla, Carvana vending machine, etc). Autotrader
sought to advise their industry on how consumers
will buy a car in 2025 through futuristic research.
Vital Findings shared the generative research techniques
used to predict the future, including expert
interviews, lead user ethnography, ideation, rapid
concept testing, ‘design your own car experience’
quant, segmentation, and stakeholder interviews.
The presentation showcased how this research was designed
for thought leadership, capturing the attention of
CBS, USAToday, and Hollywood Reporter.
FIRST COHESIVE BRAND VOICE
focuses on the past behavior or
present market, solving for
intuition to reveal
new ways of
inspire new ideas
Pop Up Store
Car Research Hub
Test Drive Center Online Paperwork
Local Service Center
• How easy or difficult would this
be to implement? Would you
implement this? If so, how?
• What do you expect as a return
on investment for this idea?
What would you change to
maximize the ROI?
• Any potential caution
areas/complications? What is
this idea missing?
• What are your thoughts on
brand’s approach to this idea?
A Generative Discussion