Designer evaluation of the latest design
Challenge:
Hyundai North America knew the case for this new type of truck could not be built on conventional research. But they still needed something to guide and substantiate decision making around how it should be developed further
Research and Outputs:
CDR filmed interviewed 30 US industry experts on the floor at NAIAS (the Detroit Auto Show) for an in-depth, but also broad-based, view of the market potential of the concept presented by there.
Sub-titled compound films made for a compelling, easy to access, and portable way too succinctly highlighted different relevant perspectives on how the concept it might appeal to different customers in the US.