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Case Study 2: Creative Encounter

Auto Manufacturer

Problem:
When conducting a field ethnography with car owners, many of the respondents had little clue why they had bought their cars - they continually made comments like, “It’s important to buy American,” or “My car makes me feel safe.” When probed further, they had little else to add. They wanted to “say” more but didn’t know how.

Solution:
Respondents were asked to draw images for themes that emerged in the conversations, such as “American values,” “status,” and “safety.” The respondent who said “My car makes me feel safe,” drew a picture of himself in a suit and tie with his children, and wrote words like “responsible,” “success,” and “family.”

It became evident that he didn’t view “safety” in the conventional sense, but instead saw it as how he viewed himself as a successful father figure.

Outcome:
Re-directing the brand and communication strategy from a functional “safety,” to a more psychological “safety.”

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Case Study 1: Cooperative Encounter (Retail Industry)