Why security, well-being, gratification and freedom are the cornerstones of consumer needs As developments in technology stretch the boundaries of what is possible, how can the automotive industry understand what it is that consumers actually need and desire? In our Connected Car study, a major survey of 5,800 drivers in Brazil, China, Germany, Russia, UK and US, we used our signature cornerstone framework to map consumer benefits and uncover the drivers of consumer needs. In our work with....

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