Speaker 1: Welcome to the captivating world of market forecasting, a critical aspect of market research that plays a pivotal role in strategic decision making and planning. As businesses strive to stay competitive and adapt to ever-changing marketplace, understanding and predicting consumer behavior, market dynamics, we discussed that in earlier modules and emerging trends are paramount. Market forecasting equips organizations with valuable insights that guide their strategic initiatives, product development, pricing strategies and resource allocation among many other business decisions that are taken by organizations, business organizations. Market forecasting enables researchers to uncover opportunities, mitigate risks and make informed business decisions. This is what is the role of market forecasting. We have discussed many different types of ideas that are related with market research. Now we are equipped with those skills, techniques and methods to understand this captivating world of market forecasting. Let us start with the opening case study, the title of which is Predicting Consumer Demand for Electric Vehicles. A market forecasting success story. The idea of this opening case study is to make you sensitive to the significance of market forecasting and how it is done. Just an initial idea you will get from this case study. This case study refers to the challenges that were faced by Electro Motors, an established company in the domain of electric cars as they sought to anticipate consumer preferences and forecast the market potential for electric vehicles. That was their objective to anticipate what are the consumer preferences and to be able to forecast the market potential of EVs. Let me share with you the background of this company Electro Motors. Electro Motors, a renowned automotive company, recognized the growing interest in sustainable mobility and made strategic investments already to develop a lineup of electric vehicles. However, they faced significant uncertainties regarding market acceptance, competitor activities and potential regulatory changes. That were the challenges that were being faced by the company. Because of these uncertainties, to make informed decisions, Electro Motors sought to conduct a comprehensive market forecast that would provide valuable insights into the demand of EVs over the next 5 years. That is the background of this case study. In this case study, we will be talking about step-by-step process undertaken by Electro Motors market research team to forecast the market for electric vehicles. And we will also explore the techniques and tools that were employed by Electro Motors market research team to analyze data, to generate reliable forecasts and present the findings in a comprehensive and actionable format. These things will be explored in this case study. This is the background and the overview of this case study.