Introduction:
Elddis build the UK's only fully-bonded touring caravans and motorhomes. It was quickly discovered that a negative feeling towards caravanning was prevalent with the younger generation. The reason for this was that the product was perceived to belong to an older generation. The brief was simple - what could be done to change these perceptions?
Design Opportunity:
The MDI team were asked to come up with propositions of how the product could be made more desirable to a younger market. Their opportunity of innovation was to touch new markets through exploring alternative manufacturing processes and by conducting in-depth lifestyle studies.
The Project:
Observational research was conducted in order to gain an understanding of EIddis's current market. A caravan was leant to the students that they then took to several campsites to experience a caravanning holiday for themselves. Discussing attitudes and preconceptions amongst themselves, with peers and other young people further afield, they were able to gain an insight into the thought processes of the new target market.
The key insights and the initial concepts were presented to Elddis at their head offices and a research document was constructed. At this stage the students were able to discuss their findings and ideas with Elddis, who then determined the aspects they wanted to develope during the second phase of the project.
The Result:
Elddis have continued collaboration with Northumbria University to further explore the potential value generated by the project. More details on the project output has been kept confidential.
