Consumer Research through Market Research and Analysis

One of the ways Visteon delivers automotive intellect is by understanding and anticipating global consumer insights and advanced trends. Visteon conducts research and analysis that supports advanced product development, vehicle pursuits and business strategies to assist in winning business for Visteon.

Visteon's team employs a myriad of research techniques to better understand consumers, competitors, and components, as well as brands, and new technologies. It utilizes structured and unstructured methods to deliver dynamic, uncommon analysis, while helping to answer the questions central to Visteon's core business areas.

Visteon uses a spectrum-band approach toward research to discover unmet market needs, starting on the left side of the spectrum using less-structured, qualitative approaches. These are more exploratory techniques comprised of small sample sizes and are less-expensive and allow for data output deliverables in days.

Moving right across the band, approaches become more quantitative and include more structure. These techniques have more validity and include larger sample sizes, but are more expensive and involve longer times for output deliverables.

Moving from left to right on the spectrum band, examples of some of the research techniques employed to collect data include:

• Emersion / Observational research (Guerilla)
• Shadowing / Tours
• Internet surveys
• Usability studies
• Product Clinics
• Ethnography
• Syndicated Research
• Focus Groups

Visteon's team is a significant driving force that partners with the company's customer and product groups to deliver solutions that consumers want and need. Combining experience with industry expertise, Visteon can quickly gain an understanding of consumers, competitors markets, and automotive brands; delivering findings that help internal and external customers deliver winning strategies.