Auto-Ideation™: A Two-Phase Process

Phase One
Identify New Vehicle Customer Un-met Needs

• Invited participants are owners of 2009/10 model year vehicles
• Phase One sample includes approximately 950 customers - targeting 50 participants per 19 vehicle segments (including HEV!)
• User-friendly online platform - familiar `social network' interface
  • Customers can participate from their home computer, laptop or via their favorite mobile device!
  • Participants post need descriptions in writing, via photos, etc.
• Participants may comment on and evaluate the needs others have posted
• Sweepstakes incentive
  • Participants earn points toward additional sweepstakes entries through participation - increasing their chances to win while maximizing their engagement
• Thousands of un-met needs gathered; participants vote to identify common needs - narrowing the list to approximately 500 needs for Phase Two quantification and prioritization

Phase One Deliverable: Executive Summary of Findings

Phase Two
Quantify and Prioritize Customer Needs

• Phase Two sample comprises 7,600 owners of 2009/10 model year vehicles (excluding Phase One participants)
  • 5,600 participants in 14 vehicle segments
  • 2,000 participants in 5 HEV segments
• Each participant completes a survey to:
  • Review up to 65 un-met needs (from Phase One)
  • Rate each need on a desirability scale and prioritize top needs
• This quantification process yields nearly half a million ratings across 500 needs
  • RDA's statisticians apply modeling techniques to yield an importance ranking for each need
  • Needs prioritized by total sample, vehicle segment and key demographic groups

Phase Two Deliverable: Comprehensive Management & Data Report, Including
Customer-Prioritized Needs and Verbatim Need Descriptions