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 projects
Vehicle 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