The ScionLAB

[Justin.b]

Market focus groups will ALWAYS produce garbage.

There was no focus group in the development of the FR-S/BRZ.

The company should know what they want to build and then build it. If the marketing department knew anything about cars, they'd be the engineering department or the design department. They're the marketing department. I'll seek their input if I'm looking for advice on the catalog layout.

-Justin

[Justin.b]

My favorite Market research story involves the Miata. Mazda and Ford have had a close relationship for a long time and back in the 80's when Mazda was thinking of bringing the Miata over, they offered it to Ford as well as a sister vehicle setup (think FR-S/BRZ).

Ford told Mazda they were out of their minds. The Miata didn't have anything that their market research indicated a car should have. They informed Mazda that they were working on their own 2-seat convertible, one that met all the requirements of their research groups.

Has anyone seen one of these lately? I sure haven't.



-Justin

[DarkSunrise]

Eh I guess I'll be the lone voice on there arguing to keep the FR-S raw and unadulterated.

[CircuitJerk]

Originally Posted by DarkSunrise

Eh I guess I'll be the lone voice on there arguing to keep the FR-S raw and unadulterated.

+1

[PBM317]

I just got asked to join, asked to give direct feedback regarding vehicle satisfaction. Pretty quick survey ~5 minutes.

[SloS13]

Originally Posted by Justin.b

Has anyone seen one of these lately? I sure haven't.

-Justin

I have a neighbor that has 3 of them for some unknown reason.

[shawnperolis]

I don't even know what this is... I feel left out.

[Septic]

Filled out three different surveys from Scion Labs thus far. The first survey concerned purchase experience of the FRS, but the following two had nothing to do with cars; the last one pertained how often I go to the movies and what genres I go see or rent.

[PBM317]

Originally Posted by Septic

Filled out three different surveys from Scion Labs thus far. The first survey concerned purchase experience of the FRS, but the following two had nothing to do with cars; the last one pertained how often I go to the movies and what genres I go see or rent.

Septic, did you not get the Vehicle Satisfaction Survey last week? It was a pretty direct survey to give feedback on the car you currently own.

[Septic]

Originally Posted by PBM317

Septic, did you not get the Vehicle Satisfaction Survey last week? It was a pretty direct survey to give feedback on the car you currently own.

Got it after the day after I posted. Glad to see the survey was short, and asked about the level of satisfaction with the car, and any suggested improvements or concerns.

[Jertronic]

ScionLab. about 5 minutes ago i finished the registration and questionnaire for this program/forum. Is this thing alive and well?

[FRiSson]

ScionLab is yet another marketing scheme developed by outside consultants to bilk Toyota of dollars. The idea is to use data generated by market research and "select" customers to devise a direction to go that will save Scion from its shrinking market share. Though the development of the GT86 was a bold move by Toyota, the company is still very hidebound and conservative. Therefore its Marketing department would much rather throw money at consultants (essentially bow-tied charlatans) and their "scientific" methods for divining the public's automotive desires, than make any decisions on their own part. This is how companies fail, they are successful, then they are paralyzed by that success and refuse to make hard choices have the downside potential to be notable failures. Therefore, it is preferable to fail slowly, with incremental minor successes, than take major risks that could result in real long-term growth. This is not unique to Toyota, it is simply typical of large firms that cannot get out of their own way. In my opinion any participation in ScionLab is pointless and will only serve to justify the salaries and bonuses of people that add no value to your life.

[Jertronic]

I found myself purposely answering questions the opposite of Scion/conventional thinking.

FRiSson - what is your take on the Scion brand longevity? God I hope it has staying power.

The view that VW is a direct competitor to Scion is new to me, however logical.

[FRiSson]

Originally Posted by Jertronic

I found myself purposely answering questions the opposite of Scion/conventional thinking.

FRiSson - what is your take on the Scion brand longevity? God I hope it has staying power.

The view that VW is a direct competitor to Scion is new to me, however logical.

It's funny about VW. VW has openly stated its desire to become the world's number one automaker. However, VW's worst enemy has always been itself. Although it designs advanced and practical products, it has never managed to bring high quality to its manufacturing practices. It not only consistently lapses behind other automakers, but continues to bedevil owners with small annoying problems that diminish the "ownership experience." Whatever the cause of the problem is, VW is unable to come to terms with it. Its cars remain problematic, and in relative terms, unreliable.