The brief corresponds to the mid-life studies of the vehicles, which take place 1 year after launch in order to start thinking about product developments.
The brief corresponds to the mid-life studies of the vehicles, which take place 1 year after launch in order to start thinking about product developments.
Our case involved the perception of the new 508 in France and Spain, both among private customers and fleet managers.
The challenge was to cover the entire customer experience beyond the product: the customer's journey from needing/wanting to change vehicle to purchase (channels, weight and impact of the campaign, visit to the dealership), decision criteria, experience with the vehicle, reasons for buying and not buying the new 508.
Adwise's approach was ad hoc, international and comprehensive.
-To begin with, we set up a digital community so that everyone could express their views, expectations, Peugeot's image and the customer journey, enabling us to develop precise personas.
We then organised in-vehicle ethno interviews, either in the buyer's vehicle or by bringing in the new 508. This approach enabled us to go into detail about the reasons for buying or not buying the product, from the trim to the engine, from the driving aids to the look of the vehicle.
-Finally, we organised sharing groups to encourage feedback on the campaign and to help align the lessons learned from the study.
The model remains one of the best-selling models in the saloon segment, confirming Peugeot's return to this segment and its move upmarket.
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