Wunderman – saving money by listening to real users

A major motor manufacturer’s in car system provided a range of functionality around mobile device integration, safety and personalisation of the car’s features. Whilst working with Wunderman on the this account, the US product leads were pushing the ability to update the vehicle’s software yourself. The UK account managers were unsure so, applying a needs-driven approach, Allon engaged with users who’d recently bought cars with the onboard system to find out what they understood about it.

Within a few research sessions it became evident that updating their car’s software was of little or no interest – there was no user need.

The user quote that most influenced the team was “I am not walking backwards and forwards from my car, in the rain, to fix its software. It’s not my problem. Ford can bloody fix it”. Resources and effort were redirected to promoting other features.