Consumer Experience Analysis in the Automotive Sector: An R&D Project with Renault Brazil
Abstract
Companies compete for market leadership in the automotive domain based on strategies centered on understand consumers. This understanding generally focuses on specific experiences without considering the chained effect of a set of expectations. The solution proposed in this paper can capture the integrated effect of the consumer’s interaction with the company. Through a substantial data engineering effort, a dataset is obtained to computationally expose the integration of user experiences with the company, from which insights are generated and reconfigured to understand better consumption profiles in terms of market vision, intentions and purchasing process. The solution is tested and illustrated by a case study involving real data from Renault.
