Scope
Through ethnographic engagements with customers in the US and Middle East, Pull delivered a robust understanding of this customer’s motivations and aspirations. We then articulated how the customer’s feelings translated into specific vehicle behaviors and rituals. The Middle Eastern market revealed specific nuances with its harsh climate and distinct cultural context, which Pull leveraged into unique opportunities for our client. Our comprehensive synthesis revealed both overlaps and points of differentiation between the US and Middle Eastern customer.
Pull acted as the unifying agent for this global work, activating worldwide research firms, as well as our client’s corporate teams across the US and Middle East. Drawing from our own international background and training, we were able to forge positive relationships with our foreign and domestic partners and customers. This heightened our process of using ethnographic interviews to uncover actionable insights. Ultimately, the project yielded a translated story of global consumer insights in these two distinct regions, and a roadmap to correlating innovation opportunities.
RESULTS
Pull presented the final insights that were gleaned from the research to the leadership team through an immersive workshop, bringing the customer to life through posters, videos, and printed books. These findings were used to align near and long-term design and marketing opportunities for the OEM.
services
Ethnographic research
International recruitment and facilitation
Insight development
VOC videos
Immersive storytelling