Conducted an automotive brand awareness survey using Qualtrics

  • Identified opportunities for new product offerings

  • Helped the client with actionable insights to fine-tune strategies of a new product


CLIENT CHALLENGES
  • The client, a leading US-based market research (MR) agency, sought assistance in conducting a survey among car owners to measure their awareness towards their clients’ brand and key decision-making factors for purchasing a car. Some of the areas they wanted to gauge insights were:
    • Awareness for their client’s brand
    • Customer expectation
    • Current usage behavior
    • Brand reachability and communication
    • Pre- and post-sale satisfaction
    • Service expectation
OUR APPROACH
  • Acuity Knowledge Partners identified and reached out to the respondents based on the above mentioned criteria. The following are the high points of the approach and criteria we adopted to attain the required insights for the client:
  • Scope of coverage
    • 20-min online surveys were conducted in two phases
      • The first phase was conducted among 6,000 car owners per country prior to the launch of client’s brand
      • The second phase was conducted among 3,000 car owners per country, who purchased the client’s brand, to assess their satisfaction level
    • The countries covered were the US, Canada, the UK, France, Germany, India, Singapore, China and the UAE
  • Pre-data collection
    • Identified key influencing factors impacting consumer purchase decisions
    • Assisted in designing the questionnaire basis initial research findings
  • Data collection
    • Programmed interactive online survey using Qualtrics
    • Completed field work within the stipulated timelines
  • Data analysis and report
    • Basic statistical analysis, charts and graphs
    • Key survey results were shared with client

IMPACT DELIVERED

  • Acuity Knowledge Partners helped the client understand the brand perception and factors affecting their purchases. The following are some of the noteworthy impacts:
    • Identified opportunities for new product offerings
    • Identified key drivers, such as price, quality of service, customer support, accessories, fuel efficiency etc.
    • Helped the client fine-tune their sales and marketing strategies of the new product
    • Freed up the client’s bandwidth for core functions
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