Mahindra, the world’s top selling tractor brand by volume, sought a globally-minded partner which could deliver consumer research yielding actionable insights. A key success criteria was that the insights should clearly articulate design attributes and be usable by product planners, designers and engineers to shape future product designs.
Conducted Ethnographic research with target segments
Research Synthesis included articulation of key attributes and design elements
Created Design element dictionary to guide future design innovation
Consumer insights and the design vocabulary and dictionary we created are being used by their product planners, designers and engineering teams to create the next generation of tractor designs for the U.S. market.