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Research Objective

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Research Objective

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  1. Infiniti: Laddering Up to New Product SuccessUsing Familiar Tools to Meet New Challenges Presented byRachel Nguyen: Nissan North AmericaDirector of Advanced Planning & StrategyMichele Zwillinger, Chief Explorer, SnoopPro ResearchQRCA Symposium on Excellence in Qualitative ResearchMay 7, 2009

  2. Peace of Mind Driving Pleasure Hospitality Research Objective • The overall purpose of this research was to determine which technology features currently in or being considered for the development pipeline supported the Infiniti brand Infiniti Brand Pillars Brand R&D Infiniti Advanced Feature Adoption Plan Rachel Nguyen: Nissan North America, Director of Advanced Planning & Strategy Michele Zwillinger: SnoopPro Research, 818-906-7562, mz@SnoopPro.com

  3. Why Laddering? We wanted to understand if the customer values inherent in the advanced technology features were consistent with Infiniti Brand values We commissioned a study using laddering with our key target, Passionate Curators Rachel Nguyen: Nissan North America, Director of Advanced Planning & Strategy Michele Zwillinger: SnoopPro Research, 818-906-7562, mz@SnoopPro.com

  4. Cultural Creatives 26% Traditionals 25% Mindset for Infiniti Passionate Curators 9% Creative Nurturers 11% Romantic Sophisticates 13% Competitive Jet Setters 7% Moderns 49% Benevolent Realists 13% Hi-tech Aspirationals 12% Responsible Homebodies 16% Humble Missionaries 9% Level-headed Conformists 9% Emergence of New Consumer Values Affluent Market Segmentation Passionate Curators 2001 2003 Passionate Curator Mindset Brand Personality Graceful Strength Embraces the promise of the future Client Values Uncompromising Actively engaged Emotional Rewards Invigoration and serenity Personalized exclusivity for me The artful expression of refined power Functional Benefits and state-of-the-art responsiveness Anticipatory, fine-tuned product & ownership experience Infiniti Brand Identity 2000 Rachel Nguyen: Nissan North America, Director of Advanced Planning & Strategy Michele Zwillinger: SnoopPro Research, 818-906-7562, mz@SnoopPro.com

  5. Adapting the Laddering Technique to Infiniti Automotive Product Planning

  6. Process Automotive Consumers Recruit for Passionate Curators Laddering Interview Analyze each interview until obtain Core Value for each feature laddered by each person Align each Core Value with Infiniti Pillars & Present to Nissan Rachel Nguyen: Nissan North America, Director of Advanced Planning & Strategy Michele Zwillinger: SnoopPro Research, 818-906-7562, mz@SnoopPro.com

  7. Recruiting Requirements Luxury Vehicle Market • Drive competitive brands • Quotas established for car type • Range of ages; upper income • Proprietary screen for Passionate Curators Rachel Nguyen: Nissan North America, Director of Advanced Planning & Strategy Michele Zwillinger: SnoopPro Research, 818-906-7562, mz@SnoopPro.com

  8. Effectively Communicating All New Automotive Features Rachel Nguyen: Nissan North America, Director of Advanced Planning & Strategy Michele Zwillinger: SnoopPro Research, 818-906-7562, mz@SnoopPro.com

  9. Around View Monitor Four independent video images One overhead image of vehicle’s parking position Rachel Nguyen: Nissan North America, Director of Advanced Planning & Strategy Michele Zwillinger: SnoopPro Research, 818-906-7562, mz@SnoopPro.com

  10. The Interview Describe Automotive Features? Interest? Physical/Actual Consequences/Benefits? Emotional Consequences/Core Benefits? Rachel Nguyen: Nissan North America, Director of Advanced Planning & Strategy Michele Zwillinger: SnoopPro Research, 818-906-7562, mz@SnoopPro.com

  11. Data Collection • 25 automotive features + • 100 respondents = • 100 hours of interviews (8 cities in 3 weeks) • >2000 pages of notes! Rachel Nguyen: Nissan North America, Director of Advanced Planning & Strategy Michele Zwillinger: SnoopPro Research, 818-906-7562, mz@SnoopPro.com

  12. Ladder Example Feature Code: ______________- Around View Monitor_______ Level 1 Benefit: _______________________________________ Level 2: Level 3: _______________________________________ Level 4: _________________________________ Level 5 Core Value: ____________________________________ AVP Video cameras make blind spots more visible Won’t back into something_________ Won’t destroy something Damage to car is stressful Peace of Mind Rachel Nguyen: Nissan North America, Director of Advanced Planning & Strategy Michele Zwillinger: SnoopPro Research, 818-906-7562, mz@SnoopPro.com

  13. Data Analysis • Laddered each feature individually for each person • Collected ladders for each feature and combined into an Excel Spreadsheet Rachel Nguyen: Nissan North America, Director of Advanced Planning & Strategy Michele Zwillinger: SnoopPro Research, 818-906-7562, mz@SnoopPro.com

  14. AVP Example Partial Spreadsheet Rachel Nguyen: Nissan North America, Director of Advanced Planning & Strategy Michele Zwillinger: SnoopPro Research, 818-906-7562, mz@SnoopPro.com

  15. Core Value System Emerging from the Analysis Rachel Nguyen: Nissan North America, Director of Advanced Planning & Strategy Michele Zwillinger: SnoopPro Research, 818-906-7562, mz@SnoopPro.com Accomplishment Freedom/Independence Peace of Mind Pleasure Emotional Security Self-esteem Hedonistic Compassion

  16. Presenting the Findings Rachel Nguyen: Nissan North America, Director of Advanced Planning & Strategy Michele Zwillinger: SnoopPro Research, 818-906-7562, mz@SnoopPro.com First, created a template to make it easy to understand the respondents’ reactions to each of the 25 new automotive features, including the Core Values developed from the laddering exercise Fit each of the 7 Core Values into the Infiniti model of the three pillars Then fit each individual feature into the appropriate Infiniti Pillar based on the Core Value(s) of the feature.

  17. AVP Benefits & Core Values Rachel Nguyen: Nissan North America, Director of Advanced Planning & Strategy Michele Zwillinger: SnoopPro Research, 818-906-7562, mz@SnoopPro.com

  18. Relationship of Core Values to Infiniti Pillars Rachel Nguyen: Nissan North America, Director of Advanced Planning & Strategy Michele Zwillinger: SnoopPro Research, 818-906-7562, mz@SnoopPro.com

  19. Relating Features to Infiniti Pillars Rachel Nguyen: Nissan North America, Director of Advanced Planning & Strategy Michele Zwillinger: SnoopPro Research, 818-906-7562, mz@SnoopPro.com

  20. Research Implementation Feature Prioritization Process Step 1: Review of each Feature Summary Ladder from the Research Step 2: Weighted Evaluation Breadth of Support of Core Customer Values Breadth of Emotional Consequences Clarity of Feature’s Benefit to the Consumer Appeal to Respondent (i.e. like or dislike) Result: Three Tiers of Features Emerged Rachel Nguyen: Nissan North America, Director of Advanced Planning & Strategy Michele Zwillinger: SnoopPro Research, 818-906-7562, mz@SnoopPro.com

  21. Impact on Feature Adoption Plan Research provided to Nissan Motor Limited on Infiniti Advanced Features Features in development were evaluated based on the research results, competitor assessment, feasibility and investment costs Features included in Infiniti vehicles sold in the US Rachel Nguyen: Nissan North America, Director of Advanced Planning & Strategy Michele Zwillinger: SnoopPro Research, 818-906-7562, mz@SnoopPro.com

  22. Success! Popular Mechanics2008 Breakthrough Award-Around View Monitor Popular Science 2008 “Best of What’s New”-Around View Monitor Rachel Nguyen: Nissan North America, Director of Advanced Planning & Strategy Michele Zwillinger: SnoopPro Research, 818-906-7562, mz@SnoopPro.com

  23. <End>Thank you.

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