Discovering New Insights from Compact Vehicle Users

Authors

Rojas-Taira, Ernesto Eduardo

Iparraguirre-Maguiña, Rolando Junior

Pretel-Justiniano, Rocío del Pilar

Felipe-Bravo, Gaby Mónica

Abstract

Brands are currently in a constant search for understanding the consumer's way of thinking, feeling and acting in order to generate marketing or communication strategies that allow them to have a closer relationship with the consumer. Thus, this article is the result of a thesis type work, the objective of this study is to identify new insights of the user of compact vehicles in the city of Trujillo-Peru. Through a qualitative methodology, focus groups (creative workshops) were conducted with a total of three groups of 10 male participants between 30 and 45 years old who own compact vehicles of different brands in the automotive market. With the support of the "Insight Activation" methodology plus the "Insight Pyramid", we sought to obtain an emotional vision of the way of thinking of the target public. The main results of the research allow to know the following insights: 1) Vehicle as part of the family extension and one more member to be taken care of; 2) A car is to have independence and freedom, a tool to achieve your goals; 3) Vehicle with characteristics of strength and power as a user trait; 4) Toyota is the leading brand with quality and performance.