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  • Technology

  • Parking/lane assist

  • Performance

  • Safety

  • Design

  • Space

  • Interior design

  • Hangling

  • Price

  • Durability

  • Comfort

Why would you want to have/not a car?
Do you have a car? If yes, what brand?

  • VW

  • Peugeot

  • Audi

  • Nissan

  • Volvo

  • Toyota

  • Mercedes

Pros: More convenient, easier mode of transporation, freedom and joy from driving

 

Cons: People drive aggressively in Shanghai

  • Price

  • Safety

  • Fuel Economy

  • Family

  • Handling

  • Cost Efficienty

  • Look

  • Hybrid

  • Tesla

  • Truck

  • SUV

  • Maserati

  • BMW SUV

  • Bugatti

  • Mercedes

  • Porsche

What are your concerns when thinking about getting a car?
Can you tell us about your favorite car/dream?

In-Depth Interview Responses

 

From the seven In-Depth interviews we conducted, these are the answeres which were generated.

  • Internet

  • Friends

  • Family

  • Autoblogs

  • Forums

  • Word of mouth

People often stated that they would refer to their spouse, parents and friends for recommendations on choosing a vehicle.

  • GPS

  • Parking sensors

  • Lane Assist

  • Quality interior

Would you make the decision on which car to get by yourself? If not, who else would interfere on your purchase decision?
Where do you go to find information about cars? (Search engine, friends/family, dealership, forums, etc)
What is most important when you choose a car?
What are the "Must have" features in your car?

Of the people interviewed, over half of them prefer SUVs. The rest of the majority prefered Sedans and one person prefered a sports car.

  • 300.000-400.000

  • 200.000

  • 200.000-300.000

  • 300.000-400.000

  • 400.000

  • 300.000

  • 1.000.000

 

How much would you be willing to spend on a car?
What type of car do you prefer? (compact, sedan, sport, family van, SUV)
In-Depth Interviews

 

Individual in-depth interviews are used when individually personal experiences, opinions, etc. are of interest. The interviewer has to pay full attention to the interviewee, as he/she are given the time to respond with complimentary comments and ideas, which the interviewer may have to respond to, while at the same time lead the interview in the right direction.

 

An interview with "James" a prospective customer.

Interview with James - Stein G.
00:00 / 00:00

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