Future City Cars
Help a car manufacter to investigate behaviours and unmet needs of two-seats small city car drivers.
We partnered with Esro (London) to work on a multi-sited qualitative research commissioned by a car manufacturer company to investigate behaviours and unmet needs of two-seats small city car drivers.
London and Rome were the selected as cities for the field-work.
ESRO in Numbers
On The Field
After screening and recruiting a group of participants from different sample targets, we met and introduced the research to our respondents. We installed a small cam (GoPro) into their vehicule for a week and asked them to keep a paper diary of their movements, recording the journeys connected with their habits.
Me And My Small Car
We ecountered each participant in their home environment for a delicate “one day long” filmed interview about their lives, past present and future decisions to gently focus on the relationship betweeen the person and the vehicle.
Peer Review & Co-Analysis
After the careful vision of the footage and the reading of the diaries we collected an incredible amount of data to elaborate the creation of extremely detailed personas and patterns. The Roman team traced down a number of insights and stories that we reported, matched and compared for a final deep analysis with the researchers of Revealing Reality in London.