MRK455-SBB_eHang Research Brief & Research Proposal_Group 1.pdf

eHang Reserch Brief & Research Proposal
K. Massi | M.J. Esmeralda | M. Hernandez | M.F. Sievert | Y. Sousa
MRK455-SBB
Professor: Dr. Ken Wong

It is a lifestyle, a way of travel; the future is now.
MRK455-SBB_GROUP 1 1
The Future of Transportation
Definition of the Problem
Collaboration is an important part to achieving integrated aerial mobility, for that reason eHang
is seeking to establish a partnership with Canadian public and private institutions such as: The
Canadian Army, Transport Canada Civil Aviation (TCCA), government organizations, and industries
offering medical, transportation, and tourism services. To launch the EH216 AAV (Autonomous Aerial
Vehicle) in Canada.
Background to the Problem
eHang's concept is based on three pillars: security, autonomy, and centralized controls. The
eco-friendly low-altitude passenger-grade autonomous aerial vehicle provides transportation solutions
for the future.
eHang seeks to promote the development, implementation, and operation of autonomous
aerial vehicles to offer urban air mobility solutions, such as passenger transport and air logistics. All
the above in a joint, sustainable, and efficient manner.
In addition, this project also comes to open a space of opportunities and draw the usefulness
of this innovation, in overpopulated states and cities, our drones could attack the traffic problem,
where people lose the most valuable thing they have, time.
Why Research is Necessary
Market research is necessary for many reasons. First, to provide a better understanding of
eHang’s target audience. Thus, the company can plan and implement better products and services
that meet its customers’ needs. With this customer-centric approach, eHang’s sales revenue will likely
increase, making the company more profitable.
Second, to collect and analyze data about the brand’s reputation with its target audience and
subsidize an effective advertising strategy.
Research Brief

By maintaining a good reputation, eHang can acquire new customers and keep them loyal.
Third, research is also essential in order to improve eHang’s risk management strategy based on a
data-oriented decision-making process.
Statement of Research Objectives
The following list contains the objectives of the intended market research:
• To define and categorize eHang’s key consumer segments and target market.
• To assess what is the consumer perception towards eHang’s products and services.
• To identify suitable price ranges for eHang’s products and services.
• To analyze potential buyers' behaviors in order to support advertising strategy.
Use of Information
To ensure the protection of all research findings, the following rules should be followed;
research findings may only be shared between eHang and the research team. Research must be
stored on encrypted hard drives in Canada, no use of the cloud permitted. Research cannot be
completed on any personal devices. Research team must sign-in using individual access codes, no
sharing of codes and no group logins permitted.
Target Population
Our core target population to focus on within Canada currently includes, The Canadian Army,
Transport Canada Civil Aviation (TCCA), Provincial police services, Royal Canadian Mounted Police
(RCMP), local-level police, fire, and medical services, public transportation services (TTC, Metrolinx,
Uber, etc.), tourism and sightseeing services, and companies requiring short distance logistics.
Suggested Approach & Analysis Required
We suggest having exploratory research through a comprehensive analysis of the business,
operations, or regulatory areas in connection to one another as well as considering social,
environmental, and system integration issues, this research will evaluate the operational potential.
Basically, we need to have the answers on “What EH216 AAV has to offer to Canadians?”,
“Why do we need EH216 AAV in addition to what transportation solutions we already have here in
Canada?” and “How will it help Canadians in the future?”.

The Focus Group method can provide helpful insights about the
product and its usability to consumers. We can have individuals from the government, healthcare,
aviation, police/security, public transportation, tourism, and logistics sectors to participate in this
research.
Case study research can assist in gathering in-depth knowledge by carefully examining current
cases that have encountered a similar issue. Such analysis is crucial and significant, particularly in
the modern business environment. We must ensure that the case is properly analyzed in terms of all
the factors that the prior case had against our own case.
Outputs
• 2 Focus Groups
• 1 Case Study
• 15-min Final Presentation
• 15 pages Marketing Plan report
Liaison arrangements
The following are the people in charge of ensuring the effective planning and execution of the
“Future of Transportation Project”:
A. Ms. Mary Mcdougal (Marketing Director of eHang)- Manages and controls the company’s
market research initiatives. She set goals and timelines, establish budget and strategies, liaise
with internal and external parties, develops market research plans according to company
objectives and standards.
B. Mr. Mike Tan (VP Sales of eHang)- responsible for leading the sales team to meet and
exceed sales goals. He oversees the creation and execution of sales strategies and develops and
manages the sales department budget.
C. Mr. John Black (Project Coordinator/Research Associate of eHang)- carries out research
initiatives supporting company-sponsored clinical trials and facilitates reviews of unsolicited
research-initiated study proposals.
D. Ms. Susan White (SVP-Legal of eHang)- responsible for identifying areas of compliance
vulnerability and risk avoidance and mitigation. Create and carry out corrective action plans to
address problematic issues and provide general guidance on how to prevent such circumstances
in the future.
E. Ms. Carrie Stevens (SVP-Finance of eHang)- In charge of processing financial activities that
increase the profit of the company, directing all aspects of accounting operations, and controlling
all transactions related to the general ledger, receivables, payables, and financial reporting.

Timings
We assume that the study will last between three to four months considering the number of
audiences and comprehensive analysis of the business operations and regulatory areas involved in
the business. The proposal should contain a thorough timetable as well as any inefficiencies that
might speed up or shorten the timing required.
The project is anticipated to take place over the course of comprehensive steps, which should
be completed in roughly 12–13 weeks that starts this October 2022.
Responses to this research are due by the last week of January 2023. Any questions related to
this project should be directed to Mr. John Black, Research Associate of eHang.
We anticipate the completion of this project by the first week of February 2023.
Budget
EHang envisions this project will cost approximately $100,000 CAD. The proposal should
provide a budget breakdown of expenditures as well as the approximate proportion of the total
accounted amount for by direct or out-of-pocket expenses and those accounted for by professional
time and other fees.

Uncovering answers to your unique questions.
Introduction and background to the problem
Thank you for choosing KYM3 Consulting as your marketing research company. We provide
consulting services focused on human decision-making. For over a decade our agency has been
Uncovering answers to unique questions using research methodologies – including focus groups,
surveys, in-depth interviews, and strategic analysis – to advise on real business tactics.
KYM3 Consulting Research’s proposition: It’s a very intentional discovery process, starting
with real business issues. We create concrete foundations through new research, to address specific
business issues. Offering as a result, tailored and applicable data.
We are more than exited to guide you through the launching of eHang in the Canadian market.
We will step in to evaluate the Canadian aerial transportation business issue and determine how (or
if) research services will contribute to tangible outcomes. Our Research strategy consulting includes:
– Assessment and application of data
– Recommendations for best application of market intelligence to the business issue
Statements of the research objectives
The research’s objectives are to answer the following questions:
• What is eHang’s target audience?
• What are the key segments (demographic, behavioral, psychographic, geographic) of
eHang’s audience?
• What are the needs and pains of eHang’s customers?
• How can eHang generate gains and relieve pains for their customers?
• Who are eHang’s direct and indirect competitors?
• How eHang’s competitors operate their businesses?
• How much eHang’s competitors charge for similar products and services?
• What are the main communication channels used by eHang’s potential buyers?
• What are the interests of eHang’s buyers?
Research Proposal

Approach to the research
To accurately understand whether eHang should launch its EH216 AAV in Canada, our team
will apply exploratory research as our preliminary research to gain a better understanding of the
problem. We will than use descriptive research to accurately achieve the research objectives. We will
do so by:
Qualitative research
That will be all about observing and talking to specified groups of participants, and answers
questions by exploring issues, and understanding perceptions of Canadian market.
• Conducting two pilot studies of six people to answer a 10-question survey.
• Two focus groups consisting of eight people in each.
• Conducting survey research on Canadians to gain a better understanding of their attitude and
behavior towards this product
Because your business is unique, our approach is tailored to fit
Deliverables, timetable, and costs
Deliverables:
A top-line report that is based solely on the results will be one of the deliverables, and it will be
given two weeks following the conclusion of the fieldwork. The main conclusions of this
concise report will be summarized in no more than fifteen pages, with no more than four to five
tables.
In the final report, which will be presented in PowerPoint style, the findings will be fully
described using graphs, tables, and charts, with the explanatory text using bullets rather than
complete paragraphs. An executive summary of the findings, a list of conclusions, and some
recommendations will also be included in the report.
We will be pleased to present the findings in eHang headquarters at your convenience.
Timetable:
The project will be delivered following this timeline:
Target Dates
(October 2022- January 2023)
Deliverables
October (First 2 weeks) Planning, budgeting, and finalizing project design and
sample specifications.

Target Dates
(October 2022- January 2023)
Deliverables
January (3rd week) Delivery of final report.
January (4th week) Presentation
October (Last 2 weeks) Draft screener and interview questions/survey.
November (First 2 weeks) Revising and finalizing questionnaires.
November (Last 2 weeks) – December
(1stweek)
Pre-testing, recruiting, and conducting interviews.
December (2nd to 3rd week) Coding and data processing.
December (4th week) - January (1st week) Analysis and report presentation.
January (2nd Week) Delivery of top-line report.
Costs:
Based on the assumptions made in the brief, the project will cost a total of $100,000 CAD, with
a 10% contingency. This covers all fees and costs, including travel, incentives, and other unforeseen
out-of-pocket expenses.
Payment is made in three instalments: 50% upon authorization, 25% after the fieldwork is
finished, and the last 25% upon submission of the report.
Relevant previous experience and project team CVs
We happen to be a group of creative thinkers and do-ers. Our backgrounds are purposely
diverse, which works because we all share a curated problem-solving skillset. All team members will
adopt your organization as their own.
Mariana Hernandez – Project Manager
Mariana is fascinated by the way people consume and perceive media.
She started her career in the automotive industry, managing projects end-
to-end. She graduated and worked in Mexico before moving to Toronto,
where she now gets to flex her skills in market research. Throughout
Mariana’s career, she has collaborated closely with clients in various
industries, including Mercedes-Benz, and BMW. Mariana is enthusiastic
about staying up to date on the latest trends in branding and media
consumption.

Yasmin Souza – Operations Coordinator
Yasmin is most curious about the human decision-making process. She
has spent the greater part of her career exploring the psychological and
emotional drivers of the individual and uses her academic research
expertise to understand consumer motivations. From longitudinal diaries
to in-person group studies, Yasmin takes any opportunity to puzzle-piece
the best methodology to tackle business issues.
Kosi Massi – Project Consultant
As an executive interviewer moderator, project manager, or strategist,
Kosi takes a hands-on and honest approach with all aspects of the
marketing research process for client. Kosi has over 10 years marketing
and market intelligence experience, which includes evaluating customer
behavior, planning/implementing marketing strategies and executing the
release of new customer products and services.
Marby Esmeralda – Qualitative Insights
Marby is an experienced researcher and strategist specializing in
qualitative market research. She has successfully moderated countless
focus groups throughout Canada and has a knack for gaining keen insight
in in-depth telephone and in-person interviews to assist clients in making
actionable decisions about new development concepts and marketing
challenges.
Maisy Sievert – Strategy & Qualitative
Maisy began her career in qualitative research as a strategic planner in
advertising agencies, where she conducted focus groups, in-depth
interviews, and on-site research for the agencies’ wide variety of
clients. Maisy decided to focus her career on qualitative research and
marketing/strategic planning consulting. Since then, she is conquered a
vast list of category experience that includes top global brands of
beauty, personal care, coffee, soft drinks, snacks, fashion, retail,
finance, travel, and entertainment.

Terms and conditions of business
Subject to changes later approved in writing, these general terms and conditions of service
supersede all other general terms and conditions of sale, purchase, or service and govern the entire
contractual relationship between eHang and the research team.
Provision of Service and Confidentiality:
1. eHang must provide the research team with all the documents and other items required
(including the questionnaire), and with all the data and other information required for the
provision of the services within a sufficient timeframe to enable the research team to provide
the services in accordance with the agreement.
2. eHang shall ensure the accuracy, relevance, and comprehensiveness of the questionnaire and
of any other documents, information, data, and instructions provided to the research team.
3. Only eHang and the research team may discuss the research findings.
4. No usage of the cloud is allowed; all research must be saved on encrypted hard drives in
Canada.
5. There are no personal gadgets permitted for conducting the research.
6. Each member of the research team must sign in individually; sharing of codes and group
logins are not allowed.
Payment:
1. The Fee is proposed and payable in CAD.
2. Payments should be made in three instalments: 50% upon authorization, 25% following the
conclusion of the fieldwork, and the last 25% upon submission of the report.
3. Late payment may result in a delayed start to the work planned or a halt to any work in progress.
4. The research team maintains the right to charge for any additional unanticipated expenses that
arise from legislative changes to pay rates, taxes, charges, or other extenuating circumstances.
5. The research team maintains the right to modify the cost if eHang requests that any component
of the services described in the proposal (including timeline) be amended at any time.

Aerospace Technology. " Ehang 216 Autonomous Aerial Vehicle
(AAV)." Aerospace Technology, https://www.aerospace-
technology.com/projects/ehang-216-autonomous-aerial-vehicle/. Accessed 20 September 2022.
Canada, National Research Council. “Government of Canada.” National Research Council Canada, /
Gouvernement Du Canada, 23 September 2022, https://nrc.canada.ca/en/research-
development/research-collaboration/programs/integrated-aerial-mobility-program.
Canadian Owners and Pilots Association. " Pilotless passenger drone to fly in Canada." COPA
National, 5 August 2020, https://copanational.org/pilotless-passenger-drone-to-fly-in-canada/.
eHang. eHang. https://www.ehang.com/. Accessed 20 September 2022.
Globe Newswire. " EHang Receives Pre-Order for 100 Units of EH216 AAVs from Indonesian
Aviation Company Prestige Aviation." Globe Newswire by notified. EHang Holdings Limited, 11
April 2022, https://www.globenewswire.com/en/news-release/2022/04/11/2419848/0/en/EHang-
Receives-Pre-Order-for-100-Units-of-EH216-AAVs-from-Indonesian-Aviation-Company-
Prestige-Aviation.html . Accessed 23 September 2022.
Transport Canada’s Drone Strategy to 2025. https://tc.canada.ca/sites/default/files/2021-03/TC223-
Drone-Strategy-ENG-ACC.pdf.
References

MRK455-SBB_eHang Research Brief & Research Proposal_Group 1.pdf

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