A unique tool on the market that, through 8 cross-culturally validated videos, activate the 8 basic human desires to generate new ideas.

STIMULATION
EXPLORATION
JOY
FAMILIARITY
RELAXATION
PROTECTION
CONTROL
EMPOWERMENT

The technique prompts people to invent new features that satisfy these desires, which are then transformed into detailed feature descriptions and measured with quantitative KPIs (interest, distinctiveness, level of innovation...).

As a result of their long and highly distinctive history, many automotive brands have built strong, well-established images that tend to persist over time. Yet in reality, people’s relationships with these brands are far from static: they evolve continuously, shaped by personal experiences and emerging expectations.

This is why we developed Dreamlike Storytelling, a qualitative technique designed to deeply explore the evolution of this relationship, immersing both customers and non-customers in a kind of “waking dream”, in which they interact with brands as if they were real people.

By accessing the symbolic and emotional dimension, this method makes it possible to identify and anticipate changes, opportunities, or potential threats while they are still weak signals, offering guidance on how to act before they become clearly visible.

A multi-step protocol:

First, examining the profile and purchase journey of early buyers, as well as those who dropped out before completing the purchase, in order to identify the key drivers and barriers to the new model and what differentiates buyers from non-buyers.

Then, collecting the experiences of early buyers via an app, using voice, photos, and video, to understand precisely what satisfies or does not satisfy them about the new model in real-life usage.

Finally, quantifying the identified drivers, barriers, and elements of satisfaction and dissatisfaction across a broader sample of buyers and non-buyers.