RDA Group: Auto-Ideation™ Methodology

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 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 will complete 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 will yield nearly half a million ratings across 500 needs
- RDA's statisticians will apply modeling techniques to yield an importance ranking for each need
- Needs will be 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