In-depth product in usage

Research objective:
To understand who is the optimal target for the Defender and what the owner’s relationship is with this iconic vehicle to aid communications strategy development.

Methodology used:
Qualitative exploration via in-depth interviews in owner’s garages and driveways.

An example of the key insights:
Ownership can be like owning a boat, most owners modify them to suit their specific needs and often have an engineering or handyman type background.