Project Hit the Road: A

Summary

In November 2015, The Tata Motors

design studio in India partnered with
Quantum Consumer Solutions for an
interesting study

The Brief:
To give members of the Tata Motors
design studio from Italy and the UK a
flavour of the country and consumer
that they have been designing
vehicles for.

Context: Most members of the

team were visiting India for the first
time and the task was to bring alive
for them, context, culture and
behaviour in a short period of time.
The challenge was to filter the
remarkable from the commonplace
Time: An experience of the vastness
of India with its variety of terrains
and roads, driving environments and
aesthetic preferences had to be fit
into one week of fieldwork

The Process:
The study was planned so that 7
teams consisting of 2 designers each
interacted with consumers and
culture and design experts across 7
key centers and adjoining rural areas

The Cities and Consumer Profile:

The team met a mix of owners and
intenders of cars, who commuted
across the city using various modes
of transportation. This was done to
get an understanding of the
environment in which the physical as
well as social environment in which
the consumers operate and get a
handle on their mobility needs and
aspirations

The Cities and Consumer Profile:

We covered Mumbai, Bangalore,
Chennai, Delhi, Bhopal, Jaipur and
Chandigarh

The Purpose
This video aims to capture key
moments from the fieldwork
covering some of most prominent
voices from the consumers as well
as from the experts