Hispanic Market Study and Concept Testing for Chrysler PT Cruiser

Throughout the spring and summer of 2003, RES Ventures deployed an event series in the greater Los Angeles area for Chrysler Vehicles that aligned the PT Cruiser with Latin music and culture by inviting the Hispanic community to attend various cultural events and activities. These events showcased the Chrysler PT Cruiser Turbo in neighborhood shopping centers, local festivals and heritage parades, and in auto dealerships. RES Ventures requested technical assistance from Juárez and Associates with the development and analysis of in-person survey instruments, training of an interviewing team and the subsequent data analysis and reporting.