Chapter 1 - Targeting the Customer - Lessons from the Masters: What It Takes to Run a Car Company

By Autoline Network

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The first step in developing a new car is figuring out who's really going to buy it. Automakers take a disciplined approach to understand their target market and what potential customers are looking for. It's far more detailed process than most people realise. Their studies take them from anthropology to identifying the reptilian response that gets to a customer's emotional needs. Chris Theodore takes us through the processes and steps that he learned from his mentors and masters in the industry. Table of Contents I. Targeting and Understanding the Customer to create Breakthrough Products · Overview · Targeting the Customer i. Product Planning · Consumer Research i. Product Clinics ii. Focus Groups iii. Observational Research iv. Feature Surveys v. Customer Input · Creating Breakthrough Products i. White Space ii. Design, Engineering and Product Planning iii. The Fashion Cycle iv. Anthropology v. Demographics and Age Wave vi. Cultural Core Values vii. Emotional Needs 1. Reptilian Resp

Tags: car customer, Chris Theodore, Bob Lutz, product planner, product planning, spaghetti and meatballs chart, manufacturing, manufacturing capacity, demographics, customer demographics, consumer research, product clinic, Le Iacocca, Dodge Ram, PT Cruiser, Cybertruck, Bronco, Ford, Chrysler, focus group