Super-charging Audi's brand equity and commercial returns.


Working with BBH, our research findings informed a new strategic direction and a change in the way they speak to their consumers – leading to an increase in sales, customer value and brand equity


Premium car sales were declining and Audi’s brand desirability & distinctiveness was falling.

To solve this, Audi had to sell more cars to Affluent car buyers. This meant Audi needed insight to know how to communicate to this complex audience effectively.


More new car sales compared to competitor brands


Increase on customer value


Lead brand on this KPI amongst premium car owners


Incremental revenue


Cross agency collaboration, creative methodologies straddling workshops and ethnographic interviews & a daring strategy achieved this.

Creative research + daring strategy = commercial effectiveness.

Managing Partner at BBH London
You want great research to really get to what people are feeling – but you also want the confidence that’s true of market, not just the tested group. This project delivered both. We got colour, texture, hopes and dreams about people’s lives and cars from an ingenious new approach and were able to validate that at scale to help position Audi for further success.


Quantitative Research
Qualitative Research
Cultural Insights
Brand Strategy


Ethnographic interviews
Brand workshops
Online communities

Project Deliverables

Positioning strategies
Targeting strategies
Target customer pen portraits

Let's talk

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