1. Phase II: Primary Research
Sarah McCauley

2. Kelly Ko Dae Ad, San Francisco
Confirmations:
Multi-Generational Home
Parents Consulted About Major Life Choices/Purchases
Need for Parental Approval, Make Parents Proud
Logo Conscious/Brand Aware
Status is Important

3. Sanders/Wingo

4. Corey Seaton Sander/Wingo Ad, Texas
Senior Art Director
Dual Interview About AA Millennials
Stressed Importance of Expressing Social Status/Image
Brand Loyalty to Those That Resonate With Community
All About Style

5. Greg Rogers Sander/Wingo Ad, Texas
Writer/ACD
Apart of the “Insider Club” or “In the Know” of the Next Best Thing
Rejecting Things Too Well Known
Mobile, Desires Portability, Always on the Move
Low Attention Span, Need Something to Play With

6. Interview Cont. Personalization, Memes
Changing the Way They See Themselves
Do Not Want to Be Segregated By Ethnicity
Transcending Race
Advertised By Subcultures, Interests, and Peer Groups
Universal Truisms
Gentle Touch
Smart About What is Being Sold to Them & How
Unique Culture, Wants Unique Ads/Products/Services
Insiders

7. Honda Wilde Sarasota
Both Very Kind, Helpful, Willing to Answer Questions
Toyota Complete Opposite

8. Collected From Places Like
Chase’s Surveys
Collected From Places Like
FB Friends
In Tampa
2 Malls

9. Car Brands 1 1 4 8 1 2 7 2 2 6 1 2 1 1 1 5 3 2

10. More Info African American: 22 Single: 41 No Kids: 41 Male: 27
Hispanic: 18
Female: 23
Chinese: 10
Married: 9
Kids: 9
Single: 41
No Kids: 41

11. Ages 7- 18-20yr olds 10- 21-22yr olds 8- 23yr olds 7- 24-25yr olds

12. Most Important Factors
Price: 22
Quality/Reliability: 10
Safety Features: 4
Functionality: 4
Gas Mileage: 9
Other: 6
given by parents, wanted one.
Design/Style: 17

13. Influences during Purchase
Family: 25
Internet: 6
car websites, craigslist
Other: 11
Friends: 11
given by parents/work, wanted one.
Advertisements: 6

14. Perceptions of Toyota
Seen as having good gas mileage, reliable, Japanese, efficient, and affordable.
The main negative perception is they are pricy.

15. Perceptions of Honda
Seen as being safe, reliable, last long, efficient, and affordable.
The main negative perception is they are boring.

16. Perceptions of Nissan Seen as fast, sporty, and stylish.
However, many people had no known opinion on Nissan, or thought of it as “a piece of plastic” or “mom car”

17. Perceptions of Ford Seen as country, american, and unreliable
“Fix Or Repair Daily”

18. Electric Vehicles
For the most part, everyone thought it was a good idea but still too pricy. Also, some people made the point that electricity is not a renewable resource so electric cars are not the best option.

19. Most Used Feature Radio: 30 Mp3 Connection: 10 Cruise Control: 6
Other: 1 heated seats GPS: 8
Radio: 30
Bluetooth: 1

20. New or Used? Most people said used because of the price.
For those who said new there was a perception of less problems, no history, and less mileage.

21. 9 Expert Interviews + 2 Sale People From Honda + 50 Surveys = 61People
Total:
9 Expert Interviews + 2 Sale People From Honda + 50 Surveys = 61People