S1:E1 | Matt Wright from Renault Australia: How insights play a massive role in product planning right through to user experience
Description
The Australian auto market is very competitive, with nearly 60 brands competing for about one million vehicle sales in a typical year. Renault Australia can leverage the scale of being part of a global auto giant, whilst at the same time being a growing, challenger brand in Australia.
Insights are a massive part of Renault's business, from the product planning phase through to the user experience. The Australian auto industry is perhaps one of the most heavily surveyed in the world, including at manufacturer level and through syndicated research. Renault is "hunting for insights at every touchpoint" and "almost having too much insight"; the need is to get "the right quality of information for the right point of the customer journey". One of the big challenges is being able to digest all the insights.
In this Podcast, Ray Poynter (Chief Research Officer at Potentiate) interviews Matt Wright (Aftersales & Quality Director at Renault Australia) about the future of insights, as part of a series of interviews being conducted and hosted by Potentiate.
United States
