Ask

This market leader sought consumer insights to inform future tractor designs for the North American market.

Engagement

Qualitative research to gain insights with the target audiences. Translated insights into key design attributes.

Outcome

A thorough understanding of previously unknown and articulated aspects of tractor design.

A design dictionary that product planning and design teams reference to evaluate and drive future designs.

Services

Qualitative Research

Design Strategy

Output

Previously unknown insights that could be used for future tractor designs