Infiniti and Beyond: Laddering Up to New Product Success
Published 5/18/2009
Author: Nancy Pekala
Nancy Pekala is the AMA Director of Online Content and Editor of Marketing Matters
Summary
How can you connect customer values to those of the brand when embarking on new innovations? That is the challenge Nissan faced recently when it was evaluating various technology features for its Infiniti brand.
Speaking at the Symposium on Excellence in Qualitative Research conducted by the Qualitative Research Consultants Association, an AMA content partner, Rachel Nguyen, Director of Advanced Planning & Strategy with Nissan North America and Michele Zwillinger, Chief Explorer, SnoopPro Research, discussed how they used the laddering research method to differentiate responses to various features based on actual and emotional benefits.
Nguyen explained that the Product Planning department in Japan wanted customer feedback on advanced technology features that would support the Infiniti brand Pillars of Peace of Mind, Driving Pleasure and Hospitality. The goal was to connect tangible features to brand values.
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