Stage 1: Focus Group
PARTICIPANT CRITERIA
+ General Criteria
Male and Female
21-45 years old
Local resident of the four cities
Mixed with single, married, with or without kids
Income >20,000RMB/month
College and above
Not working or being interviewed for any kind of automotive-related projectsVehicle Ownership Considerations
All licensed drivers
Main decision maker and user of the vehicle
First hand purchase of Ford or Lincoln vehicles
Purchased an eligible car in the past 12 months
Private use of their vehicle
FOCUS GROUP PROCESS
CONCEPT VISUALIZATION
RESULT SYNTHESIS FRAMEWORK