Selling cars to a new generation of buyers
We developed a vision for evolving Audi’s sales methods and dealerships to match the needs of the next generation of Audi buyers.
Understanding our client and our audience
We started the project with a workshop with Audi’s innovation team to identify their goals and align on a research approach.
Then we did research, focusing on digital ethnography, having participants record their shopping-related behaviors and conversations in real time over the course of a week. We also did interviews and focus groups.
Areas of exploration
We uncovered several areas that were most relevant to designing the retail experience of the future:
Data - how customers feel about data privacy and its relationship to shopping
Community - the impact of peer relationships in the shopping process
Digital vs. Physical - how to create an effective omni-channel experience
Experiences - the importance of the consumer experience on brand perception
Brands - what motivates consumers to advocate for brands
The Results
The research led to findings around how future Audi buyers feel about dealerships, how they involve friends in their shopping decisions, and how they feel about data privacy and brand loyalty.
The Audi team called our work the “gold standard” of research and strategy that they’ve seen done.
I’d love to hear from you
Email me at andrewturrell@gmail.com to chat about a role or project. I’m open to full-time or freelance.