Every once in a while, we like to share what we’ve been up to, including how our research engagements have helped our clients achieve their business goals and some of the lessons learned. This case study highlights W5’s approach to an exploratory ethnography study that sought to understand how consumers maintain their cars.
The project was an example of how in-depth ethnographic research, combined with compelling and human deliverables can shed light on a complex topic and tell the story internally.
EXPLORING AUTO MAINTENANCE ATTITUDES
A leading advertising agency, on behalf of its client, an auto maintenance provider, partnered with W5 to uncover consumers’ attitudes related to car repair. The client sought to better understand consumers’ relationships with their vehicles, auto maintenance habits, and related behaviors.
W5 conducted ethnography in a series of markets throughout the U.S. and Canada. In-depth interviews were conducted with consumers while their vehicles underwent routine maintenance. Brief interviews were also conducted with mechanics and maintenance providers to gain their perspective on the consumer experience.
The W5 ethnography team included a professional documentary filmmaker who captured the interviews, as well as overall experience related to routine auto maintenance.
W5 identified a series of insights surrounding the anxiety consumers experience related to their vehicles. The findings were focused on emotional triggers associated with auto maintenance ways to overcome related anxieties.
W5 also developed a series of video deliverables that helped communicate the research insights to a broad internal audience. The deliverables varied in length and detail to suit the needs of various stakeholders for both the client and their ad agency.