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Client: General Motors (Pacific Ethnography)- Marketing Research


Sector: Automotive 


Client Brief:


We were asked to better understand how young Californians live and perceive cars and the automobile industry through their use of spare parts. And more specifically, why are they no longer so interested in American cars?


Method & Results:


With the full collaboration of the client in the field we recruited SoCal youth and started ethnography used a mixed methods team including filmmaking.

This research contributed to GM building new communication strategies, especially vs its Japanese competitors with a special emphasis on automotive parts.

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