The Task
- Our client wished to understand the car colour preference among car intenders of various classes/ body-types (small / medium hatch, small / medium/ large sedan, small/large SUV/ MPV, etc)
The Method
- A quantitative study was conducted at central location using face to face interviews.
- The colors were tested using color palettes of different colors and shades of each of those colors
- Interviews were conducted under controlled environment – lighting of specific intensity, specific wall colour, area of room , area of table on which color palettes were places etc.
- Different colour pallets were placed on table at specific location – space between two pallets and the location of pallet from the centre of the table was specified. This allowed us to get the uniformity and to evaluate the actual colour of the pallets without any external environmental interference of light/shadows/dark spots
The Outcome
- We identified colour group and the individual colour shades liked / disliked.
- The reasons for selecting or rejecting particular colour /color group.
- The colour preference identification was done at car class level.
- We also analyzed how colour choices vary geographically.
How the Client benefited
- Client used this research to launch new color options in their existing and upcoming cars in Asian market