This is a 6-week project I did at Fern in 2019.

The Problem:
Our client had developed tech for a new type of electric vehicle (ev), but they didn't know who would want it, or how to position their product.

The Methods:
• Value proposition analysis of client tech
• Competitive analysis
• Ethnographic interviews

The Deliverables:
• Potential customer archetypes
• Directional product positioning
• Insights about ev buyer psychology & behaviors

The Outcomes:
• Client is using our research to secure VC funding 
(to work with Fern again!)
• We corrected a critical faulty product assumption: that customers would want a vehicle with a range of 30 miles.