Nick Thomas, CEO of Auto Concepts, has begun formulating some concepts in terms of the types of car models to pursue to bring his parent company product line back to life. He has been using a cross-functional approach to new product development, involving finance, production, R&D, marketing, and advertising in his planning. Ashley Roberts from advertising is discussing some of the general plans for the new car models with Nick. He tells Ashley that Auto Concepts needs more marketing research information about customer preferences for different types of cars. One model being considered is a small, almost scooter-like car. Other models are larger, but still much smaller than “traditional”

cars in an effort to obtain the desired fuel economy, fuel/CO₂, and smog ratings. Ashley knows this information is crucial for effective advertising strategy and tactics. She wonders if the customers who prefer the new, smaller models possess different sets of salient values. Perhaps those who prefer the scooter-like model or the sports car-like model would value excitement and entertainment in their lives, while those expressing a preference for the compactsized, all electric or electric/gasoline hybrid models would place a higher priority on social recognition or harmony with the environment or some other value. If differences are found, the ad strategy can alter the values emphasized in the ad’s visuals and copy (e.g., depicting an exciting life, thrill of the drive or sense of accomplishment or recognition of contributing to environmental solutions, and so on) to suit the model of the car being promoted. Which technique identified in this chapter would help Ashley Roberts with this advertising task, and why?