Our team has worked with industry leaders in the automotive field over many years. This included optimising our clients’ garage networks and customer targeting across the UK. We’ve developed customer centric strategies to create car garages that consumers want to visit.
We segmented the market, evaluated who their most valuable consumers were and found the best ways we could appeal to them. For example, we explored how they wanted to receive information from engineers. These insights fed into the brand proposition and marketing messages, where we tracked the results quarterly. We have also run studies to optimise a clients’ entire garage network, looking at which garages they should open and close based on market share and cannibalisation.
Another demonstration of our automotive market research expertise comes from working alongside Europe’s largest automotive parts retailer to develop a new consumer-centric, B2C strategy to complement its B2B business model. Working across Europe, we scoped the size of the automotive parts and aftercare market, evaluating the potential share and value of the various product categories and brands. We identified the core consumer segments, the barriers to car maintenance and importantly, how to change consumer perceptions. This research is now being used to build the new European brand, including its positioning & messaging.