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Product Needs / Product Development ExxonMobil Hunt |
Clients : ExxonMobil Oil Change Ethnography  ExxonMobil needed a deeper understanding of the oil change experience to understand
what opportunities exist to create better products and services for its customers.Context researchers recruited participants that represent existing ExxonMobil buyers in several cities in the US and France. The researchers met with each participant, conducting a deep interview and observation of the "oil change area". The entire oil change process was captured on video as the researchers carefully observed each step from set-up to oil disposal. Researchers prompted participants to explain what they were doing at each point. The result was a complete picture that included both the practical aspects and the emotional rewards of this DIY customer's experience that could be interpreted for opportunity areas. Based on Context's reports, ExxonMobil's design partner, Webb Scarlett, was able to generate ideas to improve the process at every stage. |
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About Context Consumer Insights Context Consumer Insights provides a lens into consumer behavior based on our ethnographic research. This year, we cover the Grounded Consumer. We will identify key pieces that comprise this insight, illustrate examples from the marketplace and offer recommendations on what to do with this information from a marketing and product development standpoint. Sign up here to get notified when new information is available. |
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