research objective

Infiniti: Laddering Up to New Product Success Using Familiar Tools to Meet New Challenges

Presented by

Rachel Nguyen: Nissan North AmericaDirector of Advanced Planning & StrategyMichele Zwillinger, Chief Explorer, SnoopPro Research

QRCA Symposium on Excellence in Qualitative ResearchMay 7, 2009

Rachel Nguyen: Nissan North America, Director of Advanced Planning & StrategyMichele Zwillinger: SnoopPro Research, 818-906-7562, [email protected]

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Research ObjectiveThe overall purpose of this research was to determine which technology features currently in or being considered for the development pipeline supported the Infiniti brand

Infiniti Advanced Feature Adoption PlanInfiniti Brand PillarsR&DBrand


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Why Laddering?We wanted to understand if the customer values inherent in the advanced technology features were consistent with Infiniti Brand values

We commissioned a study using laddering with our key target, Passionate Curators



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Passionate Curator MindsetInfiniti Brand Identity2000The artful expression of refined power and state-of-the-art responsivenessAnticipatory, fine-tuned product & ownership experienceInvigoration and serenityPersonalized exclusivity for meEmbraces thepromise of the futureUncompromisingActively engagedGracefulStrengthBrand PersonalityClient ValuesEmotional RewardsFunctional Benefits


Adapting the Laddering Technique to Infiniti Automotive Product Planning


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Process Recruit for Passionate CuratorsLaddering InterviewAnalyze each interview until obtain Core Value for each feature laddered by each personAutomotive ConsumersAlign each Core Value with Infiniti Pillars & Present to Nissan


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Recruiting RequirementsLuxury Vehicle MarketDrive competitive brandsQuotas established for car typeRange of ages; upper incomeProprietary screen for Passionate Curators


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Effectively Communicating All New Automotive Features


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Around View MonitorFour independent video imagesOne overhead image of vehicles parking position


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The InterviewInterest?Physical/Actual Consequences/Benefits?Emotional Consequences/Core Benefits?Describe Automotive Features?


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Data Collection25 automotive features +100 respondents =100 hours of interviews (8 cities in 3 weeks)>2000 pages of notes!


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Ladder ExampleFeature Code:______________- Around View Monitor_______Level 1 Benefit:_______________________________________Level 2: Level 3: _______________________________________ Level 4:_________________________________Level 5 Core Value: ____________________________________AVPVideo cameras make blind spots more visible Wont back into something_________ Wont destroy somethingDamage to car is stressfulPeace of Mind


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Data AnalysisLaddered each feature individually for each personCollected ladders for each feature and combined into an Excel Spreadsheet


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AVP Example Partial Spreadsheet

#Perceived BenefitsPhysical ConsequencesEmotionalConsequencesCore Values11Camera more accurate than sensorAvoid hitting or running into somethingEasier to parkConcern about others safetyConcern about repair costsPeace of mind13Video cameras making blind spots more visibleWont back into somethingWont destroy somethingDriving/parking easier/saferBad back; hard to turn neckDamage to car is stressfulConcerned about harming someonePeace of mind 5Eliminates blind spotRelieves pain in neckNo worryNo restrictionsSafety, etc.Be happy RelaxedLive life to the fullestPeace of mind+ Pleasure-


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Core Value System Emerging from the AnalysisAccomplishmentFreedom/Independence Peace of MindPleasureEmotional Security Self-esteemHedonistic Compassion


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Presenting the FindingsFirst, created a template to make it easy to understand the respondents reactions to each of the 25 new automotive features, including the Core Values developed from the laddering exerciseFit each of the 7 Core Values into the Infiniti model of the three pillarsThen fit each individual feature into the appropriate Infiniti Pillar based on the Core Value(s) of the feature.


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AVP Benefits & Core Values

Core ValuePeace of Mind (21)EmotionalConsequencesSafetyLess stressNo injury to kids/peopleConcern about property damageConcern about monetary lossPhysical ConsequencesAvoid hitting someone or something Avoid damage to own car or other carEasier/better parking - Easier/safer backing upFewer accidentsEliminates blind spotsSee someone lurking around car/security in surroundingsPerceived BenefitsMonitor vehicle surroundings/perimeter of carExterior cameras show blind spots360 degree visionOverhead image


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Relationship of Core Values to Infiniti Pillars

HospitalityHedonistic Compassion Emotional Security Peace of MindPeace of MindEmotional SecuritySelf-esteemDriving PleasurePleasureAccomplishment Self-esteemFreedom/ Independence


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Relating Features to Infiniti Pillars

HospitalityPKHCAHADHPCHCTHGLHAAPNTDPeace of MindPSH RODCAH CTHADH ASPPCP NTDSOD NODCVP HDPPSH ITDMAH SSHAVP CODLSH PKHDriving PleasureASPCODGLHPCHIODNTDITDRTD


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Research ImplementationStep 2: Weighted EvaluationStep 1: Review of each Feature Summary Ladder from the ResearchFeature Prioritization ProcessBreadth of Support of Core Customer Values

Breadth of Emotional Consequences

Clarity of Features Benefit to the Consumer

Appeal to Respondent (i.e. like or dislike)Result: Three Tiers of Features Emerged


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Impact on Feature Adoption PlanResearch provided to Nissan Motor Limited on Infiniti Advanced FeaturesFeatures in development were evaluated based on the research results, competitor assessment, feasibility and investment costsFeatures included in Infiniti vehicles sold in the US


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Success!Popular Mechanics 2008 Breakthrough Award-Around View Monitor Popular Science 2008 Best of Whats New-Around View Monitor


Thank you.


Advanced Planning & Strategy at Nissan is responsible for creating future product concepts which guide the engineering and design of the vehicles. In order to develop vehicle concepts we engage in various kinds of research in order to gain a deep understanding of a target customer. This understanding of the customer then translates to product concepts. Thus, in everything we do we look for deep understanding of customers. The presentation today is about a unique study that was brought to us by Nissan Motors Ltd. in Japan. Ill be covering why we did this research.*The Product Planning department in Japan wanted customer feedback on advanced technology features. NNA AP recommended they type of feedback needed was to understand which features currently being develop by R&D would support the Infiniti brand Pillars of Peace of Mind, Driving Pleasure and Hospitality.

Therefore, the objectives of the research were to connect tangible features to brand values.**To backtrack a bit for context. As part of the Renault-Nissan alliance brand identities for both Nissan and Infiniti were established in 2000. We then set out to identify customers with similar attitudes and values to the brand identities. We started with understanding a societal values shift, conducted a customer affluent market segmentation and then determined the segment what best fit the brand values of Infiniti. The group is called Passionate Curators. We conducted this research of advanced features with Passionate Curators. **MZ Background to talk:

Academically, the qualitative laddering technique comes from Abraham Maslows Hierarchy of Needs as filtered by Gutman.

Jonathan Gutmans Means-End Theory (1982), focuses on the link between the attributes that exist in products (the "means/attributes), the consequences for the consumer provided by the attributes, and the personal values (the ends) those consequences reinforce. Hence, a ladder from feature to personal core value.What we did is adapt and applied Means-End Theory combined with traditional product development questions to help understand consumer perceptions and language to enrich the laddering analysis and helping Nissan with Infiniti product planning

Today, showing a quick explanation of what we did. The reality was significantly more complicated and provided a richer data array than I have time to show today.

Article explaining laddering for branding and advertising (LADDERING THEORY, METHOD, ANALYSIS, AND INTERPRETATION Thomas J. Reynolds and Jonathan Gutman, Journal of Advertising Research Feb/March, 1988.

*PROCESS : Simple not easy

Showing abbreviated process to get it on the slides!

Using Familiar Tools (laddering) to meet new challenges: define automotive feature image not brand image

Combined Laddering with traditional new product assessment tools (e.g., interest, likes/dislikes) and listened to the voice of the consumer to hear how they phrase the features and benefits of the new features.

Needed to develop key core values to see which would fit with the Infiniti Brand values, the Infiniti target (Passionate Curators), and the automotive features assessed

Synchronized core value of 25 automotive features with brand values as represented by the three pillars of Peace of Mind/Driving Pleasure and Hospitality

Last step was to select the features to develop for the model to be introduced in 2008. Rachel to talk about that.*DO NOT READ

Cant talk about the proprietary screening for Passionate Curators

No brand quotas; ages ranged form 25-70 (ONLY IF ASKED)**First issue: how to present the concepts so that people would understand them- especially those that were really unique at the time of this research (over 3 years ago)

*EXAMPLE Around View Monitor

Showed illustration and Read to them description:

Through the use of several exterior cameras, a single overhead image of the vehicle and the immediate surrounding area is displayed on a monitor, allowing for blind spot-free parking and backing up.

*Use notes not slide just point to place in slide describing

Guide:Participants were asked to: Describe each featureAre you interested in a car with this feature? If not, why not?List the benefits (generally actual/physical not emotional) in their own words (language was important)

Asked: Why is (this benefit) important to you?

Laddered importance of one or several benefits/physical consequences to emotional consequences to identify the connection for the respondent between the feature and their own core value. (from simple feature like scratchfree paint to more complicated feature like Around View Monitor which well use for this presentation*We conducted 100 hour-long individual laddering interviewsEach participant reviewed 10-20 features, **People asked how I reduced all of that input into something useful for Nissan.

Started with taking notes on a computer during the interview into a template that ended with an area to analyze the responses for each feature a respondent laddered. Sometimes the core value was obvious. Sometimes it was not.

***Actual Excel chart had more data than this example, with one row per respondent: included gender, car type & brand, city and other data about the participants so we could analyze the data by various segments of interest to Nissan for all respondents for each feature.Perceived Benefit(s) from list from the beginning of interview (List the benefits from this feature)Physical and emotional consequences from answers to question why is ___ important to youCopied core values from Guide notes into the Excel spreadsheet or added them if not clear from interview when saw the responses compared to all the others. Some people laddered to one core value; others to a combination of values.

**Note about CORE VALUES:No universally accepted value lists as each list must reflect the category, the brand, and the emotions of the primary target.Created own system for analysis to reflect the issues and language relevant to Passionate Curators, using Maslows hierarchy as the basis

DONT DISCUSS FIRST GROUPING (TO SAVE TIME)Accomplishment: high need for achievement, self-actualizationFreedom/Independence: Autonomous, in control, free from time, space & money constraintsPeace of mind: stress free, content, safe, securePleasure: happiness, excitement, exhilaration, extreme pleasure from driving

Emotional Security: comparable to Maslows Love/Belonging, outer directed, unselfish concern/caring for others, importance of family, social being, etc.

Self-esteem: self-image, self-worth is key, want to impress others, status conscious

Hedonistic Compassion: inner-directed, care about others, mainly as a reflection of self, take care of self, so can take care of others, into physical fitness, health and nutrition, desire luxury for sensual reasons

I created Hedonistic Compassion for those who were a combination of altruism with a tinge of narcissism . Hedonistic Compassion = inner directed compared to Emotional Security (Maslows Love/belonging) = outer directed (joke about Psych vs. researcher jargon)

**Next three slides show how we synthesized and presented the findings to Nissan. The slides make it look simple. The actual report was nearly 200 pages, containing the richness that the methodology of combining laddering and traditional questioning provided.**EXAMPLE: This type of chart done for each automotive featured tested

The full charts included the number interested in the feature, and information about other ladders if more than one was associated with a feature.For the Around View Monitor, 32 of the 44 respondents seeing the feature were interested in the concept & laddered it; 21 of them laddered directly to Peace of Mind, while the majority of the others laddered to a combination of Peace of Mind & something else.*Our goal was to identify an emotional connection between the automotive feature, the participants Core Values and the 3 Infiniti Pillars

First we showed the connection between the Core Values we developed for the features and the Infiniti Pillars of Hospitality, Peace of Mind and Driving that Rachel talked about earlier. NOTE: Overlap for some of the Core Values didnt fit neatly into the three Pillars.

**Then we mapped each feature to the values inherent in each of the Infiniti Pillars. Some of the features mapped clearly to one of the pillars; others overlapped, laddering to more than one core value. Majority of features laddered to Peace of Mind as safety was the strongest core value for the majority of the Passionate Curators.

Once we got to this point, Rachel took over to work with the more traditional type of questions combined with the laddering data to present to the decision makers in Japan to help them prioritize feature development; she can tell you how she did that.We took only 1 additional set to prioritize the set of features based on research conducted.*Results were provided to Product Planning in Japan.Features were evaluated by the research as well as by competitiveness, feasibility and investment costs.Research was conducted in 2006 and by 2008 the first vehicle with features tested in the research was sold in the US.***

research objective

Documents

nissan rachel nguyen

advanced technology

infiniti brand valueswe

infiniti pillars present

laddering technique

new product success

core value

new challenges