Adjust the emotional and functional positioning of a new SUV model for the Spanish market
An international brand wanted to understand how Spanish consumers perceived a newly launched SUV model in order to adapt its local communication based on real insights.
We conducted an in-depth qualitative study with 12 vehicle buyers and non-buyers. We explored perceptions, emotions and aspirations, and mapped the customer journey, key decision moments and levers that drove or hindered the purchase, comparing with direct competitors.
Our strategic approach connected emotion and functionality, combining cultural sensitivity with the ability to translate findings into marketing decisions and commercial activation.
