When Volvo, was to start work on the SUV brand, it first engaged a small group of affluent women professionals to complement the market research it conducted at the time. From the first meeting with the women professionals, the company wanted to discover thoughts, expectations and opinions about SUVs in general which would help them in the project’s concept development phase. The next meeting at about six months later was focused on opinions concerning the particular SUV Volvo was trying to make. It didn’t stop there, a number of follow-up meetings were held whenever senior company figures wanted to discuss further aspects of the project. At the final meeting which was about two years after the first meeting with the women professionals, the women were given the opportunity to drive the vehicle. The insights the women professionals provided gave Volvo a deeper understanding of the target consumer which helped to influence its decision making and shape the final product that eventually came to the market.
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