Driving and flying are two very different things that set contradictionary requirements when combined into one vehicle. That's why it took PAL-V almost 20 years to develop the PAL-V Liberty. Nevertheless, combining both modes makes the PAL-V much more versatile than vehicles that can only fly or drive.
Although PAL-V expected this functional approach to attract customers they wanted to know what else could make potential customers to buy this amazing machine.
We conducted qualitative customer research among potential customers and found out that people valued the PAL-V traveling experience at least equal to the functional benefits of owning a PAL-V.
We used that insight to further develop use cases and design a Go to Market strategy that incorporated tailored sales processes of the PAL-V and additional services.