With the 2008, Peugeot's flagship model, due to be launched in the first half of 2023, Stellantis asked us to identify the territory in which the brand and the model would express themselves, with a view to briefing the communications agency. Benefiting from new innovations both on the outside and inside, and offering the model in electric form in a context of electrification of models, the challenge was to discover its perceived differentiation and identify its territory of opportunity and personality by embodying it in a credible and attractive persona.
Typical of qualitative research, we conducted 8 focus groups of French buyers in the segment category, as well as 4 focus groups of Italian fly-in buyers, using elaborate qualitative, projective and sensory moderation techniques. Our analysis sought to place the results within a more exhaustive vision using TrendLab data. Socio-cultural analysis enabled us to put buyers' statements into perspective to position the model in a relevant and engaging way. Now firmly rooted in aspirations, this new model should succeed in reaching its communication target.
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