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Case 5.2 189 Percentage of Students Working 93% 100% 90% 80% 7% Work Don't Work Gender Female 50% Male 50% Case 5.2 Advanced Automobile Concepts Nick Thomas, CEO of Advanced Automobile planning. Recently, Ashley Roberts, from advertis- Concepts, has begun formulating some concepts ing, discussed some of the general plans for the in terms of the types of car models to pursue to new car models with Thomas. Nick told Ashley bring ZEN Motors' product line back to life. He that he will need more marketing research infor- has been using a cross-functional approach to mation on customer preferences for different new-product development involving finance, pro- types of cars. However, he told her the broad duction, R&D, marketing, and advertising in his choices will come down to different sized vehicles (Continued) 190 Chapter 5: Qualitative Research Methods with some much smaller than ZEN had ever built. with the environment or some other value. If One model being considered was a very small, differences are found, the agency would alter the almost scooter-like car. Other models were larger values emphasized in the ad's visuals and copy but still much smaller than ZEN's traditional line (e.g., depicting an exciting life, thrill of the drive, of cars in order to obtain suitable mpg (miles-per- or sense of accomplishment, or recognition of con- gallon) ratings. Ashley knew that this meant a big tributing to environmental problems, etc.) to suit change for ZEN and the way it had advertised for the model of the car being promoted. years. She wondered if the customers who would prefer the new, smaller models would possess dif- Questions ferent sets of salient values. 1. What techniques identified in this chapter Perhaps those who prefer the "scooter-like" would help Ashley Roberts decide on the best model would value excitement and entertainment advertising approach? Describe how they could in their lives while those expressing a preference be used. for the larger-sized, high-mpg models would place 2. Why did you choose these techniques and not a higher priority on social recognition or harmony others