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How Will You Buy a Car in 2025

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.

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How Will You Buy a Car in 2025

  1. 1. How Will YouBuyACarin2025? GENERATIVE RESEARCH FUELS THOUGHT LEADERSHIP TMRE 2015 | 11.3.15
  2. 2. KRISTA HOLT Director, Research & Design MORGAN RICHARDS Senior Manager, Research & Market Intelligence
  3. 3. 3
  4. 4. AUTOMOTIVERETAILIS EVOLVING
  5. 5. SUCCESSCRITERIA FIRST COHESIVE BRAND VOICE BRAND AUTHORITY NEW BUSINESS
  6. 6. GENERATIVERESEARCH EVALUATIVE RESEARCH focuses on the past behavior or present market, solving for existing problems connecting evidence & intuition to reveal new ways of framing opportunities and inspire new ideas Coined by Jane Suri, CCO
  7. 7. OurTECHNIQUES 8 EXPERT INTERVIEWS CONSUMER CO-CREATION QUANT CO- CREATION LEAD USER ETHNOGRAPH Y IDEATION DEALER “REALITY CHECK”
  8. 8. ANCILLARYINDUSTRIES 9 EXPERTSFROM RETAIL DESIGN CONSUMER BEHAVIOR
  9. 9. LEADUSERETHNOGRAPHY 10
  10. 10. ONLINE USED CAR DEALERSHIP DELIVERY OPTIONS 7 DAY GUARANTEE TEST DRIVE UPON RECEIPT MEET TERESE
  11. 11. NIRVANA
  12. 12. IDEATION
  13. 13. ConsumerCo-Creation
  14. 14. LARGESCALEQUANTCO-CREATION 15 Pop Up Store Fixed Price Car Research Hub Test Drive Center Online Paperwork Local Service Center STEP 1 STEP 2 STEP 3 STEP 6 STEP4 STEP 5
  15. 15. REALITYCHECK • 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
  16. 16. BRINGINGTHERESEARCHTOLIFE
  17. 17. MYTHS STORYTELLING TECHNIQUE
  18. 18. INFOGRAPHICS
  19. 19. VIDEO STORYTELLING
  20. 20. BRINGINGTHE RESEARCHTO THEINDUSTRY
  21. 21. TEAMWORK
  22. 22. PRESSROLLOUT
  23. 23. Continuousactivation
  24. 24. INDUSTRYRECOGNITION

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