2. Define the marketing research problem corresponding to the managementdecision problem you identified.

eGO Vehicles (www.egovehicles.com), based in Cambridge, Massachusetts, was founded in 1999 by its current president and CEO, Andrew Kallfelz. It produces light, electric vehicles and claims to be the leading manufacturer of “fun, easy-to-ride, eco-friendly personal transportation.” eGO cycles do not require gas or oil and produce zero emissions. They run entirely on electricity and have a range of 20 to 25 miles while traveling at 20 to 25 miles per hour. The company is constantly monitoring market condition to find opportunities to expand globally, for example, shifting its production site from the United States to Taiwan.
Based on marketing research in the form of focus groups, surveys, and personal observations, the eGO cycle was conceptualized to perform almost any errand one can think of. Although the concept seemed promising, taking the product from the design to the marketplace presented several challenges and hurdles. The first challenge was the design of the cycle. The team at eGO was very particular about the cycle not having a motorcycle-like look and feel. In addition, the team did not want the technology and the engine to be visible. Andrew Kallfelz described the designing goal as “Make it almost like a magic carpet.” The cycles are distinctive looking. The designers sought such distinctiveness. They did not want people to think, “Oh, a motorcycle” (bad for the environment)
or “Oh, a bike” (you have to pedal). The idea was to have a mode of transportation to make small trips without using three tons of steel to do it. After a year and a half of product testing, the eGO cycle gained the approval of the National Highway and Transportation Safety Agency. With this approval, eGO was able to register the cycle in every state.