INDISIGHT
Discovering bold ideas for new key buying factors in the Indian market
Client
Project Period
2023
Deliverables
Design Thinking Workshop Idea list
Consulting Report
Objectives.
We analyzed customer characteristics based on the cultural and environmental characteristics of the Indian market, identified pain points and generated ideas to address common customer needs, and conducted a workshop with the goal of discovering the seeds of key sales points to solve fundamental problems rather than just defining specifications.
Approaches.
In order to find ideas that are suitable for the local market environment and culture in India, it was important to learn about the car experience and surroundings of local customers before the workshop. To this end, we collected requirements and VOCs from existing research on Indian customers, organized and categorized them into themes based on similar items, and identified unmet needs of customers by checking India-related literature and content to derive needs specific to Indian customers and environment for each theme. In addition, we arrived in India before the workshop to observe people in New Delhi and nearby areas and conducted preliminary interviews with local employees to validate the identified needs.
In the workshop, overseas stationed staffs and engineers from each relevant part of the organization, including locally recruited Indian employees, who are familiar with the local culture, participated together to create empathy maps for pre-prepared personas to understand the Indian customer first, followed by ideation sessions to generate ideas specific to the Indian environment, and a development feasibility review to organize a roadmap.
Outcomes.
A total of 32 people, including 18 locally hired employees, participated to generate more than 200 seed ideas, which were further validated by the actual development staff to select the final ideas and create a roadmap for developing ideas specific to the Indian market.
