How Will You Buy a Car in 2025? – Generative Research Reveals the Answer
KRISTA HOLT, DIRECTOR, VITAL FINDINGS
MORGAN RICHARDS, SR. MANAGER, RESEARCH & MARKET INTELLIGENCE, COX AUTOMOTIVE
The automotive industry is changing rapidly, and new ways to buy a car emerge daily (direct from Tesla, Carvana’s “vending machine,” Beepie used car app, etc). Cox Automotive unit Autotrader sought to advise their industry on how consumers will buy a car in 2025 using “generative” research techniques designed to provide insight into the future. We’ll share details on generative research techniques like expert interviews, lead user ethnography, ideation, rapid concept testing, ‘design your own car experience’ quant, segmentation, and stakeholder interviews. We’ll showcase why “generative” research is a breakthrough tool for thought leadership work, and how AutoTrader used it to win over C-suite management, key advertising partners, and the press, capturing the attention of CBS, USA Today, and The Hollywood Reporter.