You work for POWERAUTO701, a North American automotive company as Marketing Director. POWERAUTO701 is in the same consideration set as Cadillac, Lincoln, Lexus, and Acura. There is no electric or hybrid model yet.The POWERAUTO701 line does well among consumers:

• Age 45 and older
• Household incomes in excess of $150,000
• Tend to live in major urban markets (at least 100,000 population)

You've allocated the 2022 budget to explore how to generate interest with younger consumers - especially Millennials (approximately age 25-44) in the POWERAUTO701 models. Working with your CRM team and using the internal database it manages, you're now seeking a research house to execute research among the general Canadian population.

In conversations with the CEO, you noted some 'study direction' tips in terms of expectations that any new research should identify:

- Ever Visited a car dealer &/or Ever Bought electric cars Secondary Research -Demographic & Behavioural Traits- use library databases (Vividata, etc.); attempt to find specific traits that describe buyer profile Research Objectives

Lifestyle and attitudinal trends (e.g. environmental, status, motivational variables such as luxury or prestige) that influence automotive purchases