AUTOMOTIVE RESEARCH FORUM 2013

AUTOMOTIVE RESEARCH FORUM 2013 Wolfsburg / 23 - 24 May

Driving Change, Driving Business

Programme

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AUTOMOTIVE RESEARCH FORUM 2013 The automotive industry is evolving faster than ever before. With increasing competition, media fragmentation and snowballing pressure to develop greener vehicles and new mobility solutions, traditional research will need to merge new and innovative approaches to address the rising demands from this ever-changing sector. This newly launched forum will explore how to renew research methodologies and technologies to provide viable solutions for rejuvenating an industry, which has been stagnating for the last decade. People, cars and what moves them…Join ESOMAR on a journey through mobility at the Autostadt. Wolfsburg. This is not just an event, it’s an experience! PROGRAMME COMMITTEE

VENUE

Gilbert Heise (Committee Chair) Head of Market Research, Volkswagen, Germany

Autostadt GmbH StadtBrücke D - 38440 Wolfsburg Germany P: 0049 5361 400 F: 0049 5361 4019 59 Email: [email protected]

Gunther De Jonghe* Senior Manager Market Intelligence, Toyota Motor Europe, Belgium Remy Pothet* Global Automotive Practice Head, TNS, France Stephan Thun* Executive Vice President, Maritz Research, Germany Ulrich von Hörmann Research Manager, GfK Automotive Research, Germany

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www.maritzresearch.com/capella

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PROGRAMME | 5

PROGRAMME Thursday 16.00 - 19.00 17.30 - 19.00 19.30 - 22.00

23 May FORUM REGISTRATION DRINKS AT REGISTRATION EXHIBITION WELCOME DINNER AT THE RITZ CARLTON, WOLFSBURG

Friday 24 May 09.00 - 09.05

OPENING Dan Foreman*, ESOMAR President

09.05 - 09.15

INTRODUCTION TO PROGRAMME AND SESSION Gilbert Heise, Programme Committee Chair

GLOBAL ROAD Exploring the Automotive Landscape Come and listen to leading industry experts as they set the scene for our automotive journey 09.15 - 09.30

Firestarter The Road to Riches Fuelled by Brand Power Nick Bull, Millward Brown Automotive, UK Peter Walshe, BrandZ Millward Brown, UK

09.30 - 09.45

Firestarter Car Industry 2015 No connectivity, no customers - fiction or fact? Markus Müller-Martini, mm customer strategy, Germany Matthias Kempf, Berylls Strategy Advisors, Germany 09.45 - 10.15 OPENING DEBATE Setting the Business Agenda Explore the challenges and opportunities in the automotive industry from the research perspective

TRAFFIC LIGHT Consumer Connection

10.15 - 10.20

Introduction by session chair Ulrich von Hörmann, GfK Automotive Research*, Germany

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10.20 - 10.40 AUTO BILD Market Barometer Connectivity The connected automobile is gaining momentum Nicolas Loose, Axel Springer, Germany Thomas Schindlbeck*, Happy Thinking People, Germany 10.40 - 11.00 Where the Rubber Meets the Road Understanding what drives automotive retail satisfaction Chris Travell, Maritz Research, Germany 11.00 - 11.05

Q&A

11.05 - 11.30

Networking break



CHINA BOULEVARD

11.30 - 11.35

Introduction by session chair Remy Pothet*, TNS, France

11.35 - 11.55

Next Steps Towards Central China Shifting consumer requests Lifeng Liu*, Ipsos, China

11.55 - 12.15 Unraveling China’s Complex Path to Purchase Andy Turton*, TNS, UK Gary Player, General Motors, China 12.15 - 12.35 Big Data, Better Decisions How does business intelligence drive change in the Chinese auto market Tiger Lee Weihan, Sinotrust, China 12.35 - 12.50

Q&A

12.50 - 13.00

Sponsors fast track

13.00 - 14.20

Lunch



NEXT STOP The Auto-Lab (fast track)

14.20 - 14.25

Introduction by session chair Stephan Thun*, Maritz Research, Germany

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PROGRAMME | 7

PROGRAMME 14.25 - 14.40 Car Clinics 3.0 Designing better cars by peering into

consumers’ brains Ronny Pauwels, Toyota Motor Europe, Belgium Wim Hamaekers*, Rogil*, Belgium

16.40 - 17.15

CLOSING ROUND TABLE Manifesto for Change An interactive panel summarising the forum’s key learnings, future trends and discussions on how the industry should move forward

14.40 - 14.55 Beyond the Silo Joining the research dots to maximise brand insights for the BMW Group Harald Schuster, GfK*, Germany Sabine Hatz, BMW Group, Germany

17.15 - 17.25

PROGRAMME SUMMARY Gilbert Heise, Programme Committee Chair

17.25 - 17.30

CLOSING Dieter Korczak*, ESOMAR Past President

14.55 - 15.10 “The King is dead... long live the King” The power of research in redesigning an automotive icon: The Range Rover Anne Bolingbroke*, MM-Eye Limited, UK Steve Hill, Land Rover, UK

17.30 - 18.00

FAREWELL DRINKS SPONSORED BY MARITZ RESEARCH

15.10 - 15.30

Q&A

15.30 - 15.55

Networking break



THE FUTURE HIGHWAY

15.55 - 16.00

Introduction by session chair Ronny Pauwels, Toyota Motor Europe, Belgium

16.00 - 16.20 Psychological Automotive Lifestyles The analysis of automotive lifestyles to support targeting Dirk Ziems, concept m, Germany Gabriele Lehmann, Johnson Controls Europe, Germany Thomas Ebenfeld*, concept m, Germany 16.20 - 16.40 Grand Prix Research The symbiotic relationship between the future winning automotive brand and their ideal research partner Patricio Pagani*, Infotools, New Zealand Richard Brookes, The University of Auckland, New Zealand

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SPONSORS AND PARTNERS | 9

SPONSORS AND PARTNERS We would like to thank our sponsors and those who have provided their services, expertise and support to make this year’s Automotive Research Forum a success. In partnership with

For more information, visit www.volkswagen.de Gold sponsor Maritz Research Stephan Thun* Borselstraße 18, 22765 Hamburg, Germany P: +49 40 369 833 0 Email: [email protected] www.maritzresearch.com

RATE THE SPEAKERS VIA THE ESOMARLIVE APP. IT’S REALLY SIMPLE! LOGIN TO THE FREE WIFI NETWORK AND DOWNLOAD THE APP FROM YOUR APP STORE. IF YOU ALREADY HAVE THE APP, JUST SELECT “REFRESH” TO UPLOAD THE NEW VERSION. WITHIN THE APP, JUST CLICK ON THE SURVEY BUTTON AND GET READY TO RATE. IT’S THAT EASY!

About Maritz Research As one of the world’s largest marketing research firms, Maritz Research, a unit of marketing services company Maritz, helps many of today’s most successful organisations improve performance through a deep understanding of their customers, employees and channel partners. Founded in 1973, it offers a range of strategic and tactical solutions concentrating primarily in the automotive, financial services, hospitality, technology, telecommunications and retail industries. Maritz Research now has over 900 employees based in north America, Asia and Europe. Facts & Figures Founded in 1973 Owned by privately held Maritz LLC, the largest performance improvement company worldwide • World‘s 12th largest agency (Honomichl report June 2012) • Revenue 2011: approx. USD 230 million • Have member in or member of AMA, BVM, CAMRO, CRSC, ESOMAR, MRS • Offices in 40 countries covering North America, EMEA, APAC • More than 900 employees worldwide • Approx. 150 employees in Germany (ranks no. 5 in Germany, context 2011) • •

For more information, visit www.maritzresearch.com ALTERNATIVELY, YOU CAN VOTE VIA WEB BROWSER AT * ESOMAR Corporate and Individual members’ names in blue WWW.RATING.ESOMAR.ORG

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SPONSORS ANDSPONSORS PARTNERS | 11

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SPONSORS Silver sponsor

Bronze sponsors Ipsos Group Klaus PAUR, Global Head of Automotive, Shanghai office Global Headquarters 35, rue du Val de Marne 75013 Paris France P: +86 21 2231 9376 Email: [email protected] Website: www.ipsos.com

Founded in 1975, Ipsos is today the 3rd largest global market research company, present in 85 markets and providing services to clients around the world. We are specialised in: • • • • •

Innovation and Brand Research Advertising Research Customer and Employee Research Media, Content and Technology Research Social Research and Corporate Reputation

The Ipsos Automotive Center of Excellence with specialist teams in the relevant markets has been implemented to deliver top-level service to clients in the automotive space. With the combination of research specialisation and industry focus we will be able to provide the best-in-class market research offers in each of the critical stages during the product cycle.

mQuest, a product of cluetec GmbH Elke Laturnus Emmy-Noether-Str. 17 76185 Karlsruhe Germany P: +49 721 83179-283 Email: [email protected] Website: www.mQuest.eu cluetec is the specialist for mobile market research software. MQuest® offers solutions for online and offline face-to-face surveys, diary studies and mystery research on mobile devices like smartphones and tablets. Services include rental devices, questionnaire programming and automated Excel/PowerPoint reports. cluetec customers: GfK, Ipsos, TNS and many more. For more information, visit www.mQuest.eu

For more information, visit www.ipsos.com

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EXHIBITORS | 13

SPONSORS Bronze sponsors

CoolTool Dmitry Gaiduk* 1750 Montgomery St. FL 1, SF, CA 94111 USA P: + 380504486800 Email: [email protected] Website: www.cooltool.com

CoolTool is the 1st digital HUB & marketplace revolutionising the way of conducting market research. New cloud-based platform for market research professionals enables you to replace complicated and expensive procedures with one-stop web platform where all users can benefit from cutting-edge survey technologies: 1. Create, manage & analyse different kinds of professional surveys: online, mobile, phone (IVR), tablets, QR code etc. with pricing and accessibility of the target group in a live stream 2. Sell & Buy any research services: panels, consultancy, translation, questionnaires/methodologies etc. 3. Promote your company’s services online and get paid via reliable escrow agent 4. Collaborate with multiple clients/partners in a fast and simple way For more information, visit www.cooltool.com

EXHIBITORS Confirmit Wale Omiyale 24 Martin Lane London EC4R 0DR United Kingdom P: +44 (0) 207 648 8560 Email: [email protected] Website: www.confirmit.com Confirmit understands that MR companies are under constant pressure to deliver results in the most cost-effective way. Our Confirmit Horizons platform supports the research project lifecycle from survey creation to results delivery, enabling you to take advantage of the most complete and feature-rich MR software available today. LEYHAUSEN Field Services International Michele Lillo Friedrich-Ebert-Platz 5 Germany P: 0049 214 8334 113 Email: [email protected] Website: www.leyhausen.com

Market Xcel Data Matrix Pvt Ltd Manish Narang / R Vishal Oberoi 16, Sant Nagar East of Kailash New Delhi - 110016 INDIA P: +91 11 42343501-04 Email: [email protected] Website: www.market-xcel.com Market Xcel founded in 2000 is a joint venture between InfoBridge Asia and Nomura Research Institute; Japan. We offer data collection across India and SE Asia. Our offerings include f2f PAPI & using tabs, own trained in-house interviewers, proprietary online panel, specialised qualitative unit (connecting dots) and in house research team.

LEYHAUSEN is a leading provider of global field services since 2002. Our state-of-art facilities that span across Europe, Tunisia, UAE&KSA, enable us to manage data collections projects of any size & scope anywhere in the world. Our global field services cover all types of quantitative & qualitative research methodologies in virtually all markets.

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SPONSORS AND PARTNERS | 15

PARTNERS Exclusive Automotive media partner

For more information, visit europe.autonews.com

Media partners

For more information, visit www.euromonitor.com

Global media partners

For more information, visit www.mria-arim.ca For more information, visit www.planung-analyse.de

For more information, visit www.research-results.com

For more information, visit www.quirks.com

For more information, visit www.esomar.org/researchworld

For more information, visit rwconnect.esomar.org Official knowledge partner

For more information, visit www.greenbook.org

With award-winning online services, publishing and conference divisions, - Warc is the leading supplier of information, knowledge, insight and data to the global marketing, advertising, media and research communities. For more information, visit www.warc.com

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PARTICIPANTS | 17

PARTICIPANTS AUSTRALIA Ben Sullivan

ESOMAR Member

Potentiate

BELGIUM Wim Hamaekers Rogil Marketing & Sensory Research Ronny Pauwels Toyota Motor Europe

Individual Corporate

BRAZIL Diego Canhada Market Analysis Corporate Isabelle Rio-Lopes TNS Research International CANADA Chris Travell Maritz Research



CHINA Aiwen Chen INS Consulting Tae Kim Risingsun Marketing Individual Research Tiger Lee Sinotrust International Information & Consulting Lifeng Liu Ipsos Asia Individual Klaus Paur Ipsos Individual Gary Player General Motors Vivian Yang Psyma Business Corporate Research China Lisa Zeng Psyma Business Individual Research China Corporate CZECH REPUBLIC ˇKODA AUTO Kim Neumann S



FRANCE Naveed Ahmad-Awan Ipsos Marie Lahaye Efficience 3 Individual Raphaël Meillat Ipsos Loyalty * ESOMAR Corporate and Individual members’ names in blue

ESOMAR Member Marie-Agathe Nicoli Rémy Pothet

TNS Sofres TNS Individual

GERMANY Melanie Beck Diffferent Individual Bernd Becker Volkswagen Falk Broghammer Ipsos Aaditya Charekar Volkswagen Patrick Dennert Volkswagen Simone Dinger Ipsos Thomas Ebenfeld concept m Individual Mark Ebert Audi Julian Eichner Berlin School of Law and Economics Konstanze Fichtner GfK Corporate Egbert Finsel LDB Doris Fischer Porsche Renata Galieva Berlin School of Law and Economics Andreas Gessner Volkswagen Niko Goretzki Kühne Logistics University Sabine Hatz BMW Jürgen Häussler Impulse Individual Gilbert Heise Volkswagen Matthias Helferich cluetec Martin Hellich Ipsos Thomas Heringer Automotive News Europe Frank Heyer Volkswagen Ina Hildebrandt Ipsos Beate Irmer Spiegel Institut Mannheim Corporate Karin Jäger TNS Infratest Matthias Kempf Berylls Strategy Advisors Dieter Korczak GP Forschungsgruppe, Individual ESOMAR Council Thilo Kuhn Saarland University Marc Lankers Maritz Research Elke Laturnus cluetec Jan Laufhuette Research Now Gabriele Lehmann Johnson Controls Europe Michael Leyhausen Leyhausen International Individual Michele Lillo Leyhausen International Kerrin Lohe Diffferent Nicolas Loose Axel Springer Antje Maass Maritz Research Christian Michael Survey Sampling Germany * ESOMAR Corporate and Individual members’ names in blue

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PARTICIPANTS | 19

PARTICIPANTS Frank Mueller Markus Mueller-Martini Margerita Mycka Peter Otto Stefan Reiser Hedi Roy Catja Sander Thomas Schindlbeck Jan Schöttelndreier Robert Schröder Roman Schulz Harald Schuster Joerg Sgries Sebastian Siebert Torsten Spaher Stefan Stumpp Stephan Thun Vanessa Vetter Ulrich von Hörmann Christian Vorwerck Roman Weinand Stefan Welke Reiner Wiegand Oliver Wölfel Stefan Wünschmann Ya Zhou Dirk Ziems

MM-Eye mm Customer Strategy Ipsos Ipsos Ipsos TNS Infratest Maritz Research Happy Thinking People cluetec TNS Infratest Volkswagen Commercial Vehicles GfK Maritz Research Diffferent Survey Sampling Germany TNS Infratest Maritz Research TNS Infratest GfK Automotive Maritz Research Maritz Research Confirmit Leyhausen International Research Now Volkswagen Volkswagen concept m

INDIA Manish Narang Market Xcel Data Matrix R Vishal Oberoi Market Xcel Data Matrix KUWAIT Majed Ghorbal ARA Research & Consultancy NETHERLANDS Vincent Groen TNS NIPO

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ESOMAR Member Individual

Individual

Corporate

Individual Corporate

Individual Individual Individual

Individual

ESOMAR Member

NEW ZEALAND

Richard Brookes University Of Auckland Business School RUSSIAN FEDERATION Ekaterina Adler TNS Alexander Bredikhin AVTOVAZ, PJSC Svetlana Moskvitina Online Market Intelligence Marina Orlova Online Market Intelligence Wojciech Skrzypiec Factory of Marketing Vladislav Tsvetkov Marketing & Investment Projects Yaroslav Zaitsev TNS Evgeniya Zhelannova Factory of Marketing SPAIN Isabel Almarcha TNS Joaquim Bretcha Netquest Alberto Fernandez TNS Joan Ventura SEAT SWEDEN Ulrich Boyer Nepa Per Malmström Scania Niclas Ohman Nepa Thomas Sjölund TNS Sifo Po Westerlund Nepa



Individual Corporate Corporate Individual Corporate Individual Individual Corporate Individual

Individual Individual

UNITED KINGDOM Anne Bolingbroke MM-Eye Individual Nick Bull Millward Brown Damien Field MM-Eye Dan Foreman ESOMAR President Individual Steve Hill Jaguar and Land Rover Karen Mörsch Ideas and Visions Individual Daniel Starkey Confirmit Andy Turton TNS Opinion Individual * ESOMAR Corporate and Individual members’ names in blue

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PARTICIPANTS Peter Walshe Chris Warren Jon Woodley

PARTICIPANTS | 21

ESOMAR Member

ESOMAR

Millward Brown FocusVision Worldwide

UNITED STATES Vincent Dupray Enprecis Tim Englehart Ipsos Rich Falcone Market Insight Corporation Dmitry Gaiduk CoolTool Alicja Kasjan CoolTool Robert Skolnick Ipsos

ESOMAR Member

Individual Individual Corporate Corporate Individual

Alfonso Regalado Danika Smit Britta Van Arman Vincent van Bentem Lucien Walraven Monika Zak

STUDENTS

Julian Eichner Berlin School of Law Germany and Economics Renata Galieva Berlin School of Law Germany and Economics Niko Goretzki Kühne Logistics University Germany Thilo Kuhn Saarland University Germany

The list includes all registered before 28 of March * ESOMAR Corporate and Individual members’ names in blue

* ESOMAR Corporate and Individual members’ names in blue

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ABSTRACTS | 23

ABSTRACTS GLOBAL ROAD

TRAFFIC LIGHT

The Road to Riches Fuelled by Brand Power Nick Bull, Millward Brown Automotive, UK Peter Walshe, BrandZ Millward Brown, UK

AUTO BILD Market Barometer Connectivity The connected automobile is gaining momentum Clarissa Moughrabi, Axel Springer, Germany Nicolas Loose, Axel Springer, Germany Thomas Schindlbeck*, Happy Thinking People, Germany

Exploring the Automotive Landscape

The latest, hot off the press, new BrandZ ranking of the Top 10 Automotive Most Valuable Brands (2013) will be announced! This fire-starter presentation will also provide an analysis of who is up and who is down, why, and trends since 2006, with particular focus on the effects of the global recession, recalls, social media effects and the new ‘value-conscious’ era.

Car Industry 2015 No connectivity, no customers- fiction or fact? Markus Müller-Martini, mm customer strategy, Germany Matthias Kempf, Berylls Strategy Advisors, Germany

Consumer Connection

‘Connectivity’– one of the biggest opportunities as well as one of the greatest challenges for the automobile industry – was the focus of the 2012 Auto BILD market barometer. The AUTO BILD market barometer is the representative, annual study from Europe’s biggest car magazine. From an online survey among 1,400 car drivers and from two additional online communities backed up by face-to-face explorations this presentation derives a status quo of the market as well as surprising insights that are key to unlocking the market potential of connectivity.

The “next big thing” for the automotive industry – the connected car – is explored in this presentation. For OEMs, this implies significant upfront investments in vehicle equipment, infrastructure, backend intelligence and internal and external process redesign. These efforts seem reasonable provided that basic connectivity will become a must-have feature of future cars and that car owners are willing to pay a premium for new services. However, there are no comprehensive insights regarding the real demand for connectivity of car buyers, their willingness to pay, substitution effects on other extras due to budget constraints and impacts on brand /OEM preferences.

Where the Rubber Meets the Road Understanding what drives automotive retail satisfaction Chris Travell, Maritz Research, Germany

* ESOMAR Corporate and Individual members’ names in blue

* ESOMAR Corporate and Individual members’ names in blue

For many consumers there is not a big difference amongst automotive brands. Because of this, more industry executives believe that the next competitive battleground in the fight for sales and market share is the retail experience. This competitive reality resulted in Maritz Research developing a new sophisticated way to understand the satisfaction drivers for automotive sales and service customers. This technique is “Make or Break Customer Satisfaction” and is designed to provide the tools the industry needs to determine more accurately and with greater precision the specific aspects of the retail experience that will result in the greatest benefit for their customers.

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ABSTRACTS | 25

ABSTRACTS CHINA BOULEVARD Next Steps Towards Central China Shifting consumer requests Lifeng Liu*, Ipsos, China China is a fast growing economy with the world’s largest automotive market, an emerging auto industry, and a competitive automotive marketplace. Better knowledge about the nature of consumer behavior in Tier 3 to 5 cities and understanding about how automotive consumer expectations differ in central China compared to metropolitan areas will provide considerable insights for OEMs. As auto makers are required to diversify their market proposition in order to cater to a wider than ever range of individual needs, as well as challenged to optimize production volumes and sales efforts, the results of this study will be paramount information to leverage product- and marketing strategies across China.

Unraveling China’s Complex Path to Purchase Andy Turton*, TNS, UK Gary Player, General Motors, China In order to engage consumers in the fast developing Chinese automotive market it is crucial to understand how multiple touch points available to them are used as they navigate the path to purchase, and when in the process they do so. This presentation provides a clear view of which media are used, and which are trusted, to gain information on key elements of the decisionmaking process including model features, running costs, price and the ownership experience. Should automotive brands place greater emphasis on digital channels to engage consumers?

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Big Data, Better Decisions How does business intelligence drive change in the Chinese auto market Tiger Lee Weihan, Sinotrust, China A big data era changes everything in the auto sector, from product design to product management, from sales to after sales. A business line has developed in Chinese auto OEMs: data generation, data collection, data rental, data outsourcing, data hosting, data integration, data quality investigation, data management, data warehouse and data mart, business and location intelligence, data analyses and mining (modeling), operational and analytical, CRM, customer club and loyalty programmes, even database marketing. This presentation delivers a new auto business format with the above concepts and applications, and with a big bang from third party data, i.e. e-commerce, social media and the vehicle internet.

NEXT STOP

The Auto-Lab (fast track) Car Clinics 3.0 Designing better cars by peering into consumers’ brains Ronny Pauwels, Toyota Motor Europe, Belgium Wim Hamaekers*, Rogil*, Belgium For Toyota Motor Europe, a challenge is capturing reliable consumer feedback in the beginning of the car development process. As the first moments of exposure to a new car in the showroom are impactful on the purchase decision, new car models have to “feel right” for consumers. The question is how to develop a car that emotionally engages consumers, exciting them to test drive and eventually buy it? In this case study, Toyota Motor Europe and Rogil Research look at a neuromarketing multimode research approach to collect relevant and reliable consumer feedback, combining biometric and behavioural measures to elaborate on the emotions generated by various car design elements.

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ABSTRACTS | 27

ABSTRACTS Beyond the Silo Joining the research dots to maximise brand insights for the BMW Group Harald Schuster, GfK*, Germany Sabine Hatz, BMW Group, Germany Joining research dots in the context of brand research is a fascinating journey. It goes far beyond the borders of traditional survey-by-survey approaches: taking more and deeper insights simultaneously into account (e.g. product, service and price related aspects). Based on a global insights integration project, this presentation demonstrates how connecting multiple data sources leads to deeper understanding of markets / target groups (research effectiveness) and leverages the ROR (research efficiency). Linkage of a rich set of studies and the integration of results can provide better understanding of the brand and the marketing instruments that help to successfully steer the brand.

“The King is dead... long live the King” The power of research in redesigning an automotive icon: The Range Rover Anne Bolingbroke*, MM-Eye Limited, UK Steve Hill, Land Rover, UK This presentation tells the story that ends with the successful global launch of the new Range Rover. How do you redesign an all-new brand flagship? How do you choose between design revolution and the evolution of an icon? The social, economic and global challenges with which Land Rover were presented at the time of the redesign are described. The narrative leads us through a research programme that endorses the strength of stakeholder engagement whilst demonstrating the potency of early concept research (ethnographics), innovative consumer immersion examples, as well as more traditional forms of qualitative and quantitative research addressing design specifics, brand portfolio and positioning.

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THE FUTURE HIGHWAY Psychological Automotive Lifestyles The analysis of automotive lifestyles to support targeting Dirk Ziems, concept m, Germany Gabriele Lehmann, Johnson Controls Europe, Germany Thomas Ebenfeld*, concept m, Germany Within the scope of target group analysis, precise insights on the influence of cultural and lifestyle backgrounds are particularly valuable. Car ownership, body types and car brands have specific relevance at different life stages, for different lifestyles and in different cultures (e.g. emerging markets). Concerning innovation planning, designing or communication and marketing, target customers – depending on their lifestyle and cultural background – have specific requirements. As a complement to the indispensable standard segmentation tools, this presentation highlights qualitative psychological cultural and lifestyle research, allowing a particularly detailed and faceted determination of the target group. Practical research examples from Europe and Asia are showcased.

Grand Prix Research The symbiotic relationship between the future winning automotive brand and their ideal research partner Patricio Pagani*, Infotools, New Zealand Richard Brookes, The University of Auckland, New Zealand The global automotive industry faces converging challenges. KPMG (2012) singled out VW, BMW and Hyundai as well-placed to weather the storm. This presentation examines Hyundai in particular, for in this new mobile landscape it represents the importance of an ‘asymmetric’ leadership culture (Shim & Steer, 2012) and second-generation competencies (Reeves & Deimler, 2011). This closing presentation will review the implications for auto firms and their globally-integrated, locally-attuned, and technically-savvy research partners.

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THE FUTURE OF MOBILITY 2013 Valencia / 19 - 20 November

Consumers on the Move Space is limited to keep this forum interactive and full of qualitative debate.

Reserve your place now! Early bird fee till 30 August. www.esomar.org/fumo #esoFUMO

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ESOMAR reserves the right to alter, or cancel, without prior notice, any of the arrangements relating directly or indirectly to the event for any circumstances beyond ESOMAR’s reasonable control. ESOMAR will not accept liability for any losses and/or damages participants may suffer on account of an alteration or cancellation. Participants, exhibitors and accompanying persons are advised to arrange adequate travel and heath insurance. Do not leave any personal belongings such as bags, mobile phones, or laptops unattended in public spaces. ESOMAR cannot be held responsible for anything left in function rooms and public areas. Taking pictures in any of the sessions or recording the sessions on any device (audio or visual) is not permitted without prior approval from ESOMAR and is considered an infringement of ESOMAR’s copyright. * ESOMAR Corporate and Individual members’ names in blue

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