Hyundai Santa Cruz research road trip: From concept to the road

Ever wonder how all-new “category busting” products come to market that require millions of dollars in upfront investment and billions in long-term commitment? How do companies off-set this risk? With research!

Come hear one success story about how the all-new Hyundai Santa Cruz created a new type of vehicle that has won many automotive awards and allocates since its launch in 2021.

Key takeaways:

1. Three key takeaways from the presentation include knowing the business problem well to help provide meaningful research.
2. Learning about the various research methods deployed.
3. Learning there is always room for improvement.