Who We Are

We are your guide to timely, fact-based insights and actionable solutions. We connect the dots between the research and your business objectives.

Who We Work With

Some of the most iconic brands in the world have trusted us since 1983 and we are proud to have clients that continue to work with us after 30 years of successful business together.

What We Do

We deliver on our promise. Our promise to provide the highest quality marketing research insights with a reliable team of industry experts that you can count on every step of the way.

How We Do It

We care about the quality of our deliverables. We care about the impact that our insights and solutions have on your organization. We care about our relationships with our clients and with each other.

Let’s Connect

We know that trust must be built between us over time. So, let’s get started.

Privacy Policy
Copyright © 2023 KS&R, Inc.
All Rights Reserved
Vehicle Model Evolution Hero Image
Will a Redesign Alienate Current Customers

Vehicle Model Evolution

Entercom & Recreation

Vehicle models of all kinds go through evolutions for a variety of reasons. These shifts could be the result of updated technology, customer feedback, or an effort to attract a new customer. However, if you miss the mark, model evolutions run the risk of leaving current customers unhappy while failing to attract new ones. Our client, an international marine manufacturer, wanted to ensure that they didn’t miss on either and their new design would improve market share and brand image. Initially, we conducted focus groups with various audiences of interest, then quantified approval of the conceptual design changes through an online survey, but that wasn’t enough to sell the new models internally to the organization’s leadership team due to concerns that the model change would alienate their current customers.

We got creative and went back to the customers that owned specific models and invited them – along with any family and friends who ride with them – to see and test the new vehicles. During each session, we let the small groups virtually walk through the new model using VR glasses and reviewed large scale, detailed images of the new model. During both activities, we ran the participants through a series of questions and video recorded everything. For the grand finale, we let the customers each ride the prototype which was equipped with GoPro cameras to capture their reactions and experience and concluded this phase with a short conversation focused on comparing the ride to their current model.

If a picture speaks a thousand words, then video speaks millions. We combined video clips from each activity and shared a handful of short videos with our client’s leadership team. Nobody could deny that the customers’ expressions, excitement, and positive feedback about the evolved design not only satisfied the current customers, but also had their younger, highly influential children excited about the brand. With this authentic voice – and video – of the customer validating the previous work already done, leadership quickly signed off on production of the evolved model.