1 ! Case Study–Consumer Deep Dive—Pick-Up Trucks! ??? Business Objective: To develop innovative truck interior designs that heighten the driving experience, generate industry buzz and increase truck sales! ??? Research Objective: To explore the world of the heavy duty pick-up truck buyer to uncover insights needed to drive innovative interior design! ??? Method(s):! ??? Day in the life Journal: Participants completed a photo diary detailin

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