Ford Pickups
Staying ahead in the industry by building a deep understanding of truck owners’ lives and communities
Challenge
Identify growth opportunities for Ford’s iconic F-series by understanding role of pickup trucks in people’s lives, and their attitudes towards different brands and emerging technological capabilities.
Approach
Deep dive.
Conduct in-depth ethnographic research via in-home interviews, ride-alongs, and immersion in truck-related events and clubs.
Design thinking.
Collaborate with design teams to translate rich insights into defined user experience and concrete concepts.
Impactful stories.
Facilitate ongoing collaboration between silo-ed internal groups via rich storytelling and co-developed frameworks.
Outcome
Ford developed industry-pioneering ProPower Onboard generator and hybrid pickup, using project insights into consumer usage and unmet needs.
Deliverables
Generative research
Foresight
Concept development
Innovation management