Female Expectations

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by: Sebastian Campion

"If you meet the expectations of women, you exceed the expectations of men". This motto by Marti Barletta, an American marketing expert on female consumer patterns, was aired during a series of workshops at Volvo.

The workshops resulted in a concept car that was developed under a female management team that amongst other things decided to revaluate the interior design of cars.

According to their research, most of their target group carries a bag in the rear seat far more often than passengers. So they decided to design that area primarily for storage but with cinema style seats instantly convertible for two passengers whenever needed.


Original Post: http://www.guerrilla-innovation.com/archives/2004/12/000252.php