The automotive industry is changing rapidly, and new ways to buy a car emerge daily (direct from Tesla, Carvana vending machine, etc). Autotrader sought to advise their industry on how consumers will buy a car in 2025 through futuristic research. Vital Findings shared the generative research techniques used to predict the future, including expert interviews, lead user ethnography, ideation, rapid concept testing, ‘design your own car experience’ quant, segmentation, and stakeholder interviews. The presentation showcased how this research was designed for thought leadership, capturing the attention of CBS, USAToday, and Hollywood Reporter.

1. How Will YouBuyACarin2025?
GENERATIVE RESEARCH FUELS THOUGHT LEADERSHIP
TMRE 2015 | 11.3.15

2. KRISTA HOLT
Director, Research & Design
MORGAN RICHARDS
Senior Manager, Research & Market Intelligence

3. 3

5. AUTOMOTIVERETAILIS
EVOLVING

6. SUCCESSCRITERIA
FIRST COHESIVE BRAND VOICE
BRAND AUTHORITY
NEW BUSINESS

7. GENERATIVERESEARCH
EVALUATIVE
RESEARCH
focuses on the past behavior or
present market, solving for
existing problems
connecting
evidence &
intuition to reveal
new ways of
framing
opportunities and
inspire new ideas
Coined by
Jane Suri,
CCO

8. OurTECHNIQUES
8
EXPERT
INTERVIEWS
CONSUMER
CO-CREATION
QUANT
CO- CREATION
LEAD USER
ETHNOGRAPH
Y
IDEATION
DEALER “REALITY
CHECK”

9. ANCILLARYINDUSTRIES
9
EXPERTSFROM
RETAIL DESIGN
CONSUMER
BEHAVIOR

10. LEADUSERETHNOGRAPHY
10

11. ONLINE USED CAR DEALERSHIP
DELIVERY OPTIONS
7 DAY GUARANTEE
TEST DRIVE UPON RECEIPT
MEET
TERESE

12. NIRVANA

13. IDEATION

14. ConsumerCo-Creation

15. LARGESCALEQUANTCO-CREATION
15
Pop Up Store
Fixed Price
Car Research Hub
Test Drive Center Online Paperwork
Local Service Center
STEP 1
STEP 2
STEP 3
STEP 6
STEP4
STEP 5

16. REALITYCHECK
• How easy or difficult would this
be to implement? Would you
implement this? If so, how?
• What do you expect as a return
on investment for this idea?
What would you change to
maximize the ROI?
• Any potential caution
areas/complications? What is
this idea missing?
• What are your thoughts on
brand’s approach to this idea?
A Generative Discussion

17. BRINGINGTHERESEARCHTOLIFE

18. MYTHS
STORYTELLING TECHNIQUE

19. INFOGRAPHICS

20. VIDEO
STORYTELLING

21. BRINGINGTHE
RESEARCHTO
THEINDUSTRY

22. TEAMWORK

23. PRESSROLLOUT

24. Continuousactivation

25. INDUSTRYRECOGNITION