We assisted our consultancy clients in organising two Marketability/Positioning clinics in both the UK and USA for a major new Premium SUV, due for public launch at the tail end of 2019. Here we organised all logistical aspects of these studies at venues in both Warwickshire and a new venue in New Jersey City. This study also necessitated taking a team of our specially trained UK interviewing staff to the US to help replicate all aspects of the UK clinic in the USA. Even got in a tiny bit of sightseeing in NYC too and a visit from New Jersey’s finest to the building next to our clinic venue.
Whilst we spent the first few months of the year preparing for two major clinics in the UK and US, our first live job involved a bit of virtual reality investigating the sights and sounds to be associated with future BEVs (Battery Electric Vehicles). A small qual study but very interesting to those taking part.
Late 2018 took us on the road and out of town with 3 large/complex clinics in Manchester, Coventry and Birmingham covering two different crossover segments and heavy-duty pick-up trucks. The pick-up truck study gave us the opportunity to demonstrate our specialist vehicle preparation skills in both redacting vehicle features and package draping. We rounded off a busy year with a small drive study in Warwickshire looking in depth at a very new and high tech production interior/dashboard.
London, Paris, New York? Not quite however in April 2018 Promotor supported our client consultancy, and a major premium brand manufacturer, with extensive style led clinics in London and Los Angeles.
Once again the emphasis was on creating an environment that put respondents in the driving seat with venue spaces designed to inspire creative feedback on vehicle design whilst providing a relaxing and upscale ambience – it was almost as if Philipe Stark and Tom Dixon had cast their magic wands over two pretty standard clinic venues. It was nice to get the opportunity to stretch our creative minds and curate an environment really appreciated by both clients and participants alike. The onsite Barista was perhaps the most loved element (aside from the wonderful cars being researched).
Joel got to “sniff the petrol” down at Goodwood Circuit in March – it was almost work (being around cars) but not really. Amazing event. Extremely cold. Some “Mad Dogs and Englishmen” even raced their priceless classics in the snow. Great day out.
We’re going to update a busy year in one shot here. 2017 included a major Premium Brand SUV clinic in the UK where the objective was to set up an immersive experience for the participants where they really had a chance to shape the future of our clients’ car designs in an upscale, stimulating environment.
The year saw us deliver clinics for Pick Up Trucks, mid-size hatchbacks, B and C Segment Crossovers and a C-SUV amongst others. We also help our clients with a major interior functionality/HMI study as well as an interesting A SUV Concept Clinic where we had to find a solution to raise a car a specific height off the ground to create the correct ‘intended’ height for a future crossover concept. It even had us fabricate a set of traffic lights from scratch for the study!
To cap off the year we undertook a major 2-week static & dynamic functional assessment for a major European brand to help provide input to the future development of their sub-B model. Working in conjunction with our UK client agency we provided all logistics, vehicle hire and support, interviewing and data capture. It was a very long run but with great results.
We undertook a back to back clinic road trip successfully conducting identical clinics for a major American SUV Brand in Milan, Hamburg and Paris. Promotor organised all logistics, fieldwork, staffing, moderating and data capture meaning our client agency could focus on research content and reporting whilst they left all of the organisation in our safe hands.
Same but different:
We’ve just helped our UK clients organise a very large UK clinic with a vast amount of package/interior draping. We managed to use nearly every square metre of a 3,200m2 sized venue.
Promotor successfully executed two clinics at the same time, both in London for both SUV and Commercial Vehicle segments. A fun time was had by all.