AUTOMOTIVE RESEARCH & CAR CLINICS
Buying a car is a huge decision. It's the most expensive household item anyone ever buys. And it isn't just expensive, it is also public. It stands out as a visible expression of its owner's identity - to neighbours, work colleagues, friends and family. And to strangers as well, your car can be the first thing you say about yourself, before you have even spoken.
There are complex and sometimes conflicting needs that a car fulfils: transportation for the owner and others, carrying possessions, navigability in tight cities and on motorways, work and leisure, comfort and safety. So there is a host of delicate compromises that have to be thought through before the decision to buy is made.
With their high cost, expressiveness and complex functionality, it is no wonder that cars are the focus of highly competitive design efforts. And beyond those constant factors there is the force of technological advance, powering the design process with ever-growing intensity.
Technology is not just changing the car as a machine, it is changing the place of cars in human life. It seems certain that cars can only get smarter and energy more expensive. So the very nature of car ownership is sure to change, with developments in social media and Internet of Things infrastructures enabling an environment where the needs and desires of consumers are matched ever more finely to the potentialities of the machine.
Unsurprisingly, there is a constant need for extensive consumer research in this area, with its great complexity and high cost for both the buyer and the manufacturer.
We are constantly refining our design and recruitment processes to produce research that is robust, insightful and calibrated to the particular needs of manufacturers.
Our speciality is car clinics and we have conducted more than a dozen large events over the last few years. We usually recruit between 100-250 car owners to attend with a wide range of ownership and demographics. Our database enables us to target the most difficult of specifications and our expert team of dedicated and experienced event staff enable us to fulfill all client instructions.
We are well-versed in all of the quantitative and qualitative methodologies that are used in automotive research:
- car clinics
- focus groups
- social media monitoring
- surveys - street, online, phone
- hall tests
- prototype cars
- alternative powertrains
- in-car technology
- AVN systems
- advertising campaigns
- LCV regulations and trends
- car and ride sharing app
- dealership mystery shopping
- repairs and maintenance
Typically, we'll be engaged in more than one of these methodologies within a single research project, and we understand how to coordinate different approaches on a large scale.
Above all, we don't deal in fakes. Our 35-year-old Clio owner with two children really is who we say she is. There are no generic consumers here. We are absolutely committed to working honestly within this challenging industry. We don't aspire to be the cheapest; we produce solid, valuable work.