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How VW gained deep insights into their future customers mindsets and society.
About the company
Volkswagen is a globally renowned automotive brand based in Wolfsburg, Germany, recognized for its diverse portfolio of vehicles under brands like Volkswagen, Audi, Porsche, and Lamborghini.
The company focuses on innovation, quality, and sustainability, driving advancements in electric mobility and hybrid technologies to shape the future of transportation. Volkswagen also offers comprehensive mobility and financial services, ensuring a seamless experience for customers around the world.
Industry
Automotive
With Uranos since
2018
Problem
What are the preferences of customers in all areas of life, including sports, entertainment, shopping, mobility, and more? How do these preferences shape their behaviors and needs?
Different target groups prioritize unique aspects, such as sustainable mobility, personalized shopping experiences, or specific forms of entertainment like streaming or live events. Understanding these preferences helps uncover the diverse needs of each group and enables tailored strategies to resonate effectively.
Uranos skillset
Research & Foresight
Customized Segmentation
Synthetic Data
AI-powered Data Cleaning
Approach
We conducted a comprehensive 360° analysis of customers using the micromilieu framework, offering detailed insights into every aspect of their lives. This approach uncovered valuable information about their values, behaviors, and preferences across areas such as lifestyle, consumption habits, media use, mobility, and entertainment choices.
By exploring these dimensions in depth, we were able to provide a holistic understanding of the target audience, enabling more informed and strategic decision-making tailored to the unique characteristics of each customer segment.
Outcome
A comprehensive report was developed, providing the Volkswagen Group with valuable insights to inform the design and planning of products not only within the automotive sector but also across various other industries.
This detailed analysis enabled Volkswagen to better understand customer needs and preferences, fostering innovation and strategic growth in both their core market and new areas of opportunity.
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